Opinion polls in magazines such as "Gay Times", the "Pink Paper" and "Boyz" regularly put XXL in the top two night clubs in London. XXL was also the title sponsor of the 2006 Bingham Cup in New York. In 2007 the club expanded and also diversified the brand by launching new nights, extending its appeal far beyond the core audience. In 2009 Ames became the gay promoter of the year according to the London Boyz Magazine readers' poll and was named as a gay icon in London's "QX" magazine. In the 2017 Boyz Awards, XXL was voted best club, with two of the XXL DJs (Joe Egg and David Robson) appearing in the Top 10 most popular DJs.