Team BDS unveils Complete Rebranding, Appoints new CEO

The Swiss esports organization Team BDS has officially announced a series of changes that will mark a new chapter for the company, starting with a complete rebranding and the appointment of a new CEO.

Team BDS makes major strategic changes to focus on youth and hospitalized children

The announcement came from the organization earlier this afternoon through a public statement on X, which stated that the rebranding is set to launch in the coming months and it’s going to reflect the club’s ‘desire to reinvent iself and adopt a brand identity that better aligns with its current spirit and future ambitions’.

Alongside the new brand transformation, Team BDS will be moving to a new headquarters in the heart of Geneva by the end of the year. The new space will not only be a gaming house but also become a hybrid workspace for technical, competitive, and creative teams.

Enters the new CEO of Team BDS, Alexandre Lopez

The company has decided to appoint Alexandre Lopez as the new boss. Having joined the club in 2020 and worked across on Team BDS’ strategy over the years, he will now be promoted to CEO after being a director and board member for the last three and a half years. Prior to joining Team BDS, he worked as a manager for the football club Valencia FC.

“We want to build a brand that reflects who we are: bold, ambitious, and deeply human. This rebranding will showcase our evolution, our energy, and our desire to unite people beyond the competitive scene,” commented Lopez.

In the public statement, the company also announced the launch of a nonprofit initiative aimed at promoting video games and esports, particularly in hospitals and underprivileged communities, with the goal of playing an active role in society. “Gaming has a unique power to bring people together… We want to harness that power to serve those who need it most,” said Lopez.

A change in direction following the controversy at the end of 2024

The strategic changes come seven months after former Team BDS CEO Patrice Bailo de Spoelberch was called out for making controversial comments on X, which stated that women who have abortions should lose the right to have children.

During a time when Team BDS was supposed to host one of its flagship Rocket League events, Take the Throne, the controversy saw several invited teams, including Team Vitality, pull out from the event. In less than a day from the public tweet, the event was cancelled, and Team BDS responded by distancing themselves from the CEO’s views.

The new rebranding is likely going to have a new name, considering the BDS branding is based on the acronym of its former CEO. This seems to be confirmed by one of the graphic designers working for the organization.

Founded in 2019, Team BDS is mostly known for its presence in the Rocket League and League of Legends scenes. The Swiss team has been actively competing in the LEC, EMEA’s top-tier League of Legends competition, and is the most recent RLCS World Champions. The team also competes in Rainbow Six Siege, EA FC 25, Call of Duty: Warzone, and Tekken 8. As one of the eight teams from the 2024 Esports World Cup, the Swiss organization has re-entered the EWC Club program this year.