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March 26, 2021 (Barcelona, ESP / Toronto, CAN) – SEAT, the Spanish automobile manufacturer and the MAD Lions announced today a partnership agreement that includes all MAD Lions League of Legends franchises (LEC and Superliga). MAD Lions is owned by global esports company, OverActive Media, and the deal makes SEAT the first car sponsorship in OverActive history.

The multi-faceted partnership will include broad-range advertising opportunities, in-person and digital activations, and the creation of original content.

"Partnering with a brand like SEAT is an incredibly important milestone for our brand and for our business as a whole," said Jorge Schnura, co-founder and president of MAD Lions. "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 Marketing Director of SEAT Spain, Cristian Calvo, 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.”

SEAT prides itself on having the youngest average consumer base in Spain, among car brands, and is excited to engage with an avid MAD Lions fanbase as they make their entrance into the esports industry.

“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,” added Calvo.

Paulo Senra
Paulo Senra Head of Communications and Public Relations, OverActive Media




About OverActive Media

OverActive Media (TSXV:OAM) is headquartered in Toronto, Ontario, with operations in Madrid, Spain and Berlin, Germany. OverActive’s mandate is to build an integrated global company delivering sports, media and entertainment products for today’s generation of fans with a focus on esports, videogames, content creation and distribution, culture, and live and online events. OverActive owns team franchises in (i) the Overwatch League, operating as the Toronto Defiant, (ii) the Call of Duty League, operating as the Toronto Ultra, (iii) the League of Legends European Championship (“LEC”), operating as the MAD Lions, (iv) the Superliga, operating as the MAD Lions Madrid, and (v) Flashpoint, operating as MAD Lions Counter Strike:Global Offensive (a franchised league operated by B Site Inc., a company in which OverActive holds a minority interest), as well as other non-affiliated CS:GO tournaments and leagues. OverActive also operates both live and online events, operating as OAM Live and maintains an active social media presence with its fans and community members, operates fan clubs, and other fan related activities that increase the reach of its brands.