OverActive Media‘s Spanish esports brand MAD Lions has partnered with the Spanish automobile manufacturer SEAT for all of the organisation’s League of Legends teams.
According to the release, the partnership will include broad-range advertising, in-person and digital activations, and original content creation.
Jorge Schnura, Co-founder and President of MAD Lions, spoke on the partnership in a release: “Partnering with a brand like SEAT is an incredibly important milestone for our brand and for our business as a whole. SEAT understands young audiences, and we are delighted to come together to create authentic collaborations for our fans in Spain and around the world.”
The deal makes SEAT the first car sponsor in OverActive’s history. Allegedly, the vehicle company has the youngest average consumer base in Spain among car brands.
Cristian Calvo, Marketing Director of SEAT Spain, added: “Throughout its history, SEAT has always responded to the needs of its consumers and has known how to be aligned with their tastes and trends. Exploring the esports industry is challenging and, at the same time, something we really want to do.
“Alongside SEAT, esports fans will have access to multiple experiences and original content, and we are convinced that this relationship will be a real success.”
Calvo added: “We are proud to enter the esports territory with MAD Lions. In recent years, SEAT has positioned itself as the mobility solution of choice for young people. When the time comes when these fans need a mobility partner, we want their solution to be SEAT.
Esports Insider says: MAD Lions is on fire when it comes to partnerships. Securing such a strong deal with a car company is an achievement itself. Moreover, it’s apparent that the organisation is pushing for the development of esports in the region.