Exel Composites, which went out of the sporting goods business a few years ago, has signed a license agreement with E-Sports Group for the use of the Exel trademark in poles for skiing, Nordic Walking and Nordic Blading. E-Sports is a Finnish firm that already licenses the Exel brand name for floorball products. It has been rather successful in this segment, and the company believes that bringing both the floorball and pole products under the same roof will enhance the position of the Exel brand in the sports equipment market. The new deal follows the insolvency of the former licensee for poles, ESB Sports Oy of Finland, and its German offshoot, ESB Sport.

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