May 6, 2021 (TORONTO, ONTARIO) – Leading global esports organization, OverActive Media (OverActive) announced today that it has reached an exciting new multi-year partnership with Red Bull. As part of an upcoming new headquarters (HQ) reveal, today's announcement also includes a complete overhaul of the OverActive corporate and gaming brand identity.
The new partnership includes a brand-new Red Bull Gaming Studio which will play a major part of OverActive's continued emphasis on creating content and fan opportunities at the intersection of gaming, sport and music. The partnership will also include product integration, custom content and support for Red Bull gaming events.
"This is such an important moment for our organization. We are so thrilled to be welcoming a partner like Red Bull to our OverActive Media roster," said Alyson Walker, Chief Commercial Officer at OverActive. "Red Bull has a proud reputation of creating compelling content and authentic activations across many sport verticals. The world of Red Bull combined with gaming will unlock premium experiences for our fans, our athletes, streamers and the overall Canadian gaming community."
The Red Bull Gaming Studio will play host to many exciting gaming events such as tournaments, speaker sessions, artist performances, live events, media broadcasting and much more. The space will be the first-of-its-kind in Canada, inviting fans into the world of Red Bull through a unique hyper local lens. Until the Overwatch and Call of Duty Leagues return to live competition, the Red Bull Gaming Studio will be home to the Toronto Defiant and Toronto Ultra matches while the teams compete virtually.
The OverActive brand and voice have evolved simultaneously as the company has grown into a global leading esports and entertainment organization. The choice to rebrand is anchored in OverActive’s optimistic vision for the future of the industry and the company’s place in helping accelerate and strengthen the gaming movement for fans everywhere. The new branding will be seen throughout OverActive’s Toronto headquarters, an overhauled website, and across social media assets and content.
“Our aspiration was to bring the OverActive brand to life - introducing ourselves as a standout brand that encourages positivity and inclusivity, and is overactive in our pursuit to always improve the fan experience. We are very proud of this work, developed in-house by our passionate and talented team," said Mike Armstrong, VP Marketing at OverActive.
Tomorrow morning, OverActive's new 15,000 square feet esports headquarters in Liberty Village, Toronto will be fully unveiled, including more visuals of the new Red Bull Gaming Studio, more partner integrations, and OverActive’s fresh new branding tied intimately throughout the facility.