Well known for its positive approach to developing target archery and generous donations as a sponsor for national and international events, Axcel will act as the governing body's Official Sight, supporting the Archery World Cup and World Archery Championships in an initial one-year deal.

The move comes after the organisation, which is based in the United States, assumed title sponsorship of the European stage of the 2013-2014 Indoor Archery World Cup in Telford, England, and supported national events in The Netherlands, the US, Great Britain and Italy among others in recent years. 

Axcel's parent company, which owns a large proportion of the US's domestic archery market, was founded in 1995 and is celebrating its 20th anniversary of producing archery products.

With the introduction of compound target sights and marketing directed overseas, Axcel's popularity has grown quickly around the world over the last 10 years.

Axcel Sights will support the Archery World Cup and World Archery Championships in an initial one-year deal ©World Archery



Many top and recreational archers have adopted the recurve versions of the company's sights, which were immediately well-received.

World Archery's new sponsorship programme is designed to offer organisations greater exposure around international events, and provide greater opportunity to support development activities at all levels.

In December, Lausanne-based company GPS Performance was appointed to lead the governing body's sponsorship activities.

Prior to that, its marketing strategy was delivered by in-house television and marketing director Didier Mieville, a long-time employee who left the organisation in October.

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