Nyxl
1 known investors
NYXL runs an online store selling branded apparel including sweatshorts, hoodies, and hats. It operates in the consumer clothing and merchandise space, selling directly to consumers.
Also known as Andbox · NYXL (company)
Investors · 1
Company profile
researched Aug 2026NYXL is an American collective esports and gaming organization headquartered in Manhattan, New York. It was launched in June 2019 under the name Andbox by Sterling.VC, an investment fund backed by Sterling Equities, to operate the New York Excelsior Overwatch League franchise and the New York Subliners Call of Duty League franchise, making it the first esports organization in New York to span multiple franchises. The organization added a Valorant team in September 2020 and, in June 2021, a Call of Duty Mobile team created through a partnership with Trovo Mayhem, which was renamed NYSL Mayhem. On March 23, 2022, Andbox rebranded as NYXL and renamed its Valorant team the New York Fury.
Alongside its competitive teams, NYXL operates a direct-to-consumer online store at nyxl.com selling branded apparel and accessories, including tees ($30), hoodies ($60), sweatpants ($45), sweatshorts ($40), dad hats ($25), beanies ($25), a UA backpack ($95), a tote bag ($30), and an iPhone case ($25). Product descriptions list cotton and cotton-polyester blend constructions, with blank goods sourced from Pakistan, Vietnam, or Bangladesh.
The company is privately held, with Sterling.VC listed as its parent. James Frey was named its first CEO in January 2022, and Farzam Kamel serves as president.
Founding story
Sterling.VC, an investment fund backed by Sterling Equities, entered esports when Jeff Wilpon purchased the New York Overwatch League franchise announced by Activision Blizzard in July 2017, later branded the New York Excelsior. In May 2019, Sterling.VC acquired the New York slot in Activision Blizzard's Call of Duty League, later branded the New York Subliners. To oversee both franchises, Sterling.VC established Andbox, unveiled on June 10, 2019 and headed by co-founders Scott Wilpon, Farzam Kamel and Rohit Gupta.
Business model
NYXL operates franchised professional esports teams across multiple game titles under a private company owned by Sterling.VC, and complements team operations with brand-led activities including live event hosting, brand collaborations, community investment programs, and a direct-to-consumer merchandise store.
Revenue sources evident from the material include direct-to-consumer sales of branded apparel and accessories through the nyxl.com store, priced from $25 for hats, beanies and phone cases to $95 for a backpack, alongside esports franchise operations, sponsorship (Astro Gaming was listed as main sponsor of the New York Excelsior) and event hosting.
Traction
The organization grew from two franchises at its 2019 launch to four teams by 2021 (New York Excelsior, New York Subliners, NY Fury and NYSL Mayhem). The New York Excelsior won two Overwatch League conference titles (2018 and 2019), finished the 2018 regular season with a league-best 34-6 record, and hosted a sold-out homestand at the Hammerstein Ballroom in February 2020. NYXL committed a seven-figure investment into New York City's gaming community in 2022.
Latest developments
In December 2022 NYXL announced it would no longer host Call of Duty League Major IV in New York. The New York Excelsior folded along with the Overwatch League on January 23, 2024. The nyxl.com online store continues to offer branded apparel and accessories.
▸Full profile — market position, go-to-market, geography, history, risks & controversies
Market position
NYXL was the first esports organization in New York to span multiple franchises, and its New York Excelsior team was the first professional esports team to represent New York City and one of twelve founding members of the Overwatch League.
The organization combines multiple city-based franchise teams across several major esports titles under a single New York identity, backed by Sterling.VC and Sterling Equities, with a physical Manhattan headquarters (XLHQ), a youth training program, and local event hosting.
Go-to-market
NYXL builds its audience through franchised league competition, live events such as the Call of Duty League Major IV in Brooklyn, brand collaborations including an NFT and cryptocurrency activation with Mountain Dew on Decentraland, community investment in New York City gaming, and an online merchandise store.
Esports fans and gaming community members in New York City and beyond, including followers of the organization's Overwatch, Call of Duty, Call of Duty Mobile and Valorant teams, youth participants in its YXL training program, and consumers purchasing branded apparel.
Geography
Headquartered in Manhattan, New York, with teams representing New York City; during the 2020 season the New York Excelsior relocated to South Korea to compete in the Overwatch League's Asia/Eastern region.
History
Founded as Andbox on June 10, 2019, the organization entered a third esports market in September 2020 by signing a Valorant team competing under the Andbox name. In June 2021 it partnered with Trovo Mayhem to create a Call of Duty Mobile team, NYSL Mayhem. James Frey was appointed the organization's first CEO in January 2022. On March 23, 2022 the company rebranded as NYXL, pledging a seven-figure investment into New York City's gaming community over the following year, including building a Manhattan headquarters called XLHQ and establishing a youth training program, YXL; its Valorant team was renamed the New York Fury. NYXL hosted Call of Duty League Major IV at the Kings Theatre in Brooklyn from July 14 to 17, 2022, an event that featured an NYXL and Mountain Dew NFT and cryptocurrency collaboration on Decentraland. On December 19, 2022, NYXL announced it would no longer host Major IV. Its Overwatch League team, the New York Excelsior, folded when the Overwatch League folded on January 23, 2024.
Risks & controversies
The organization's business is tied to third-party franchised leagues: the Overwatch League folded on January 23, 2024, ending its New York Excelsior franchise, and NYXL withdrew from hosting Call of Duty League Major IV in December 2022 after previously announcing the Brooklyn event.
Compiled by commissioned research from 6 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Timeline · 10
launches, deals, and filingsNYXL's Overwatch team, the New York Excelsior, folded when the Overwatch League folded.
NYXL announced it would no longer be hosting Call of Duty League Major IV.
NYXL hosted the Call of Duty League Major IV from July 14 to July 17, 2022, featuring an NYXL x Mountain Dew NFT and cryptocurrency collaboration on Decentraland.
The organization rebranded from Andbox to NYXL, announced a seven-figure investment into New York City's gaming community including a Manhattan headquarters (XLHQ) and the YXL youth training program, and renamed its Valorant team the New York Fury.
Andbox named author James Frey as its first chief executive officer.
Andbox partnered with Trovo Mayhem to create a new Call of Duty Mobile team; Trovo Mayhem was renamed NYSL Mayhem.
Andbox entered its third esports market by signing a Valorant team competing under the Andbox name.
Sterling.VC unveiled Andbox, New York's first esports organization to span multiple franchises, headed by co-founders Scott Wilpon, Farzam Kamel and Rohit Gupta.
Activision Blizzard announced Sterling.VC had purchased the New York franchise slot for the Call of Duty League; the team was later branded the New York Subliners.
Activision Blizzard announced that Jeff Wilpon, co-founder and partner of Sterling.VC, purchased the New York-based Overwatch League franchise, estimated at $20 million; the team was later branded the New York Excelsior.
$20M source ↗
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
▸Research sources · 6
primary sources listed
- Nyxlnyxl.com · web
6 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Nyxl do?
- NYXL is a New York-based esports and gaming organization that fields multiple franchise teams and sells branded apparel online.
- Who are Nyxl's investors?
- Nyxl's investors include Expansion Venture Capital.