GiantX merger: Exclusive interview with both CEOs about the deal

December 14, 2023, marked an important date for the Spanish and English League of Legends communities. After numerous rumors, the merger of two historic European clubs, Giants Gaming and Excel Esports, was officially announced. The British organization partnered with the Spanish Giants. Under a new banner, GiantX, they will compete in both the LEC & VCT.

On this occasion, Sheep Esports had the opportunity to interview Tim Reichert and José Díaz, former CEOs of Excel and Giants, respectively, to discuss the reasons behind this new project and their ambitions.

José (CEO through Giants): Yes, clearly being left out of the LEC at that time was a real drama for us; it crushed us. Nevertheless, in hindsight, the reality is that we weren't ready at that moment. The economic capacity required to achieve it was unfeasible for us back then, and the truth is, that moment became a turning point for our organization. We learned a lot from that and I believe it served as fuel to become a better organization. I'm very proud of everything we have accomplished since that day. So, It's something we've dreamed of for a long time, and naturally, we are very proud to have achieved it.

José: Certainly, as I mentioned, while it's true that being in the LEC was a dream for us, we've always believed that the day we achieve it should be done in a responsible and analytical manner. It couldn't be an impulse that you might regret later, especially when we talk about a merger with another organization, as has been the case.

When you take such a step, you must be clear that you are doing it with all the consequences, and for that reason, we had to be very sure. Long story short, being part of the LEC was very important for us, but everything else had to align, and in this case, it does more than enough.

José: Of course, we did. A clear proof of this is that David Alonso "Lozark'' is the Head of Esports at GIANTX. We have been working as a team for several months, preparing ourselves for this moment. Initially, decisions regarding the LEC roster were made by Excel-Tim and VCT - Superliga for David, but in the final stages, we collaborated and were actively involved on both sides. There will be no excuses here, whether the result is good or bad; it will be the responsibility of all parties involved.

However, this wasn't just in terms of competition and the creation of our rosters, but in everything in general. There are no divisions here, there is no 'you and me,' here it's 'us.' We are one company, and everyone will work to make our brand as powerful and competitive as possible in all aspects.

José: The reality is that it's not the first occasion or opportunity we've had to discuss an operation of this kind with another organization. For such an operation to take place, I believe the first thing to do is set aside pride and ego and focus everything on a relationship of trust. This is something that I have found in Tim and Excel from minute one. From our first conversation, I felt that we understand our industry in the same way, we see the problems and advantages that the market presents to us very similarly, and for me, this was crucial.

Obviously, if we are here now, it's because both parties have considered that we are the right partner to undertake something like this.

José: It's a good question that also helps me clarify this matter. Here, there aren't two different teams, and one won't handle certain things while the other handles others. We are all one unified team that will operate from different locations.

Fortunately, we can boast of having excellent facilities in London, Malaga, and Berlin, but I emphasize, all under the same team, where GIANTX is at the center of everything.

José: As you say, Giants has just celebrated its 15th anniversary, and it's worth noting that Excel has nearly 10 years of history. Ultimately, we are bringing together many years of experience in this industry, which I believe can only be a positive thing.

Essentially, for us, our fans have always been a priority. We always place fans and the audience at the center of everything we do. So, knowing that and everything we'll create, I am confident that no Giants or Excel fan will feel disappointed, but quite the opposite.

Let's let time speak for us. I can only invite our fans and the rest of the community to join us on this journey that is now beginning. I am sure we are going to have a great time.

José: Of course, although the goal is to create a strong global brand, we naturally maintain our roots in both Spanish and English cultures on both sides. The fusion of both cultures is something that makes us stronger. In summary, Spain is one of our original markets, and naturally, we will continue to strive to be leaders in it.

José: Giants has always been a benchmark in esports in Spain. It's not me saying it; the data says it. For a few years now, the term "brand globalization" has been a key part of our discourse. We wanted to be a global brand that transcends beyond language or nationality. This move confirms that and follows the way we have started with VCT last year. We maintain our Spanish origin and spirit, but by combining it with English, we become much stronger in every way.

For the British organization, this merger was necessary to achieve their goals. After rather disappointing performances, this merger represents a new opportunity.

Tim Reichert, former CEO of Excel, wants to reassure supporters that British values are still present, and this is an opportunity to grow together.

Tim (CEO through Excel): We see this Partnership as pivotal in achieving our combined aspiration in becoming one of the most successful esports organizations in Europe and beyond. By coming together, GIANTX will be competing in two of the world's largest game titles in the LEC and VCT, have access to increased resources and an integrated and hugely talented team.

Together, we become one unified organization, driven to excite our community through exciting new content and campaigns and by playing our part in shaping the future of esports. Additionally, GIANTX provides increased opportunity for our partners and an enviable proposition for Brands seeking to enter the gaming and esports ecosystem.

Tim: As we move forward with the GIANTX brand, I want to reassure our fans that the core aspects of Excel that you appreciate will remain integral to our organization. This includes our teams, staff, facilities, and values. While we're extending our presence to include the Spanish market, this is not about replacing or overshadowing our existing community. It's about growing together and embracing a wider audience.

We see the integration of Spanish and English-speaking communities as an opportunity for mutual enrichment, not as a divide. Our aim is to be an organization that's open to all, welcoming people from various backgrounds, languages, and cultures.

Our roots in the UK and Spain are important to us, and as we expand, we want to ensure that everyone in our community, whether they've been with us from the start or are just joining, feels a part of this journey. This change is an evolution, a step towards being more inclusive and broad in our approach, while staying true to our origins.

Tim: The decision to merge wasn't part of a long-standing plan. Our focus was primarily on evolving as an organization, exploring opportunities as they arose. The idea of merging with Giants came from a private discussion with my good friend Jose, which quickly highlighted the potential benefits for both parties.

From the outset, it was evident that this merger offered a fantastic opportunity for mutual growth. The alignment between our organizations went beyond just strategic interests; it encompassed a deeper synergy in our leadership styles, team dynamics, and diverse assets such as LEC and VCT.

One key aspect of our decision was the natural fit we observed, not just in our business models but in our organizational cultures and values. This kind of compatibility is rare and was a driving factor in our choice to pursue this partnership exclusively.

The merger is more than a business decision; it's a testament to the power of relationships and shared visions. We're excited about this new chapter and confident that together, Excel and Giants will achieve greater heights, leveraging our combined strengths to innovate and lead in our industry.

Tim: I believe that working together is better than working alone. I'm really happy that Lozark will be the Head of Esports for GIANTX. We trust him a lot and think we'll do well in the competitions with him in charge. He's already been involved in putting together the team for the 2024 LEC season, and we all think we're going to have a very good year with this team. We have obviously seen the amazing tier lists and the narrative about the 'data team', but we have high confidence in this team and believe that it will, over time, become a team that will fight for the world championship slots. Having narrowly missed qualifying in the last two years in super close best-of-five matches against Fnatic, we now feel it's the time to qualify for the Worlds. Everyone is super excited to go into next year.

In general, we're setting high standards for all our teams. We see ourselves as strong competitors and are confident that we're going to have a very successful year. Also, we'll be using our facilities in Berlin now for both the LEC and VCT teams, which will help us work more efficiently with our staff.

Tim: Of course, the VCT asset is and was an important component in the context of the discussions. Just as for Giants, the LEC asset was an important element. But as you can gather from the interview, this was merely one part of many different components which ultimately led us to the conviction to merge together.