JUNE 9, 2020 (MADRID, SPAIN // TORONTO, CANADA) — OverActive Media (OAM) and global sportswear brand, Kappa, have entered into a partnership where the fashion line becomes the exclusive on-stage team kit provider for all MAD Lions teams in Europe. The deal, effective immediately, will also see Kappa develop lifestyle and streetwear fan merchandise, general accessories, and will take over all MAD Lions e-commerce activities — including orders, inventory and customer service. The two brands will also work together on content, marketing and advertising initiatives.
"We are all really excited about welcoming Kappa to the OverActive family, and feel proud that given the company's tremendous roots in Europe, it is a perfect fit for our three MAD Lions franchises," said Chris Overholt, CEO, OverActive Media. "This marks a new era for our MAD Lions brand as we enter the lifestyle and merchandise world with a premier partner alongside our brand."
"At Kappa we consider esports the entertainment of the present and the future. The agreement between both our brands is a natural progression in our history because we share the same values, fandom and entrepreneurship spirit," added Philippe Sachet, CEO, Kappa Sport Iberia. "For this partnership, we will be dedicating resources and thinking to our street-style line called Authentic, and will be proud to dress the teams with the passion that is at the core of our business. We are very pleased to support and cheer on the MAD Lions in their competitions at the highest level in Europe."
MAD Lions compete in the League of Legends European Championship (LEC) and have an Academy team competing in the Superliga Orange (SLO). MAD Lions Counter Strike: Global Offensive (CS:GO) team is consistently one of the top teams in the Tier 1 competitions and are the defending champions of Flashpoint, the first franchised global CS:GO league. All franchises are owned by Toronto-based OverActive Media.