Business: Team BDS announce future rebranding in 2025

On Monday, Team BDS has announced a major restructuring of its operations, including the appointment of a new CEO, Alexandre Lopez, a full-scale rebranding, the creation of a nonprofit initiative, and the opening of a new headquarters in Geneva by the end of the year.

Alexandre Lopez has been appointed Chief Executive Officer. He has been with the organization since 2020 and played a key role in its competitive development. His appointment comes after the departure of former CEO Patrice Bailo de Spoelberch, who was removed from the board in November 2024 following a public backlash over a controversial statement regarding abortion rights. The incident led to the cancellation of the Rocket League tournament Take the Throne, and prompted a full board reshuffle.

Team BDS is currently working on a complete rebranding, scheduled for release in the coming months. According to the organization, the new identity will reflect its evolving values and ambitions. The information remains vague and open to interpretation — it could hint at a visual overhaul, a new logo, or even a name change. It may also simply reflect a desire to move away from the current identity to attract a broader fan base. At the same time, BDS is preparing to open a new headquarters and gaming house in the center of Geneva. The space will serve as a hub for its competitive, technical, and creative teams.

The organization also announced the creation of a nonprofit entity focused on promoting gaming and esports among young people, especially those in hospitals and underserved communities. This initiative is part of a broader CSR strategy aimed at using gaming as a tool for inclusion and social impact. With these announcements, Team BDS is attempting to reset its public image and broaden its mission beyond competition, after a year marked by internal crisis and reputational damage.