Splyce rebrands to MAD Lions in Riot Games’ LEC

OverActive Media has announced that Splyce will no longer exist in Riot Games’ LEC, instead rebranding the team to MAD Lions.

The venture also comes with a brand new look and brand identity for MAD Lions, which will join the premier European League of Legends competition in 2020.

MAD Lions LEC
Image credit: MAD Lions

RELATED: OverActive Media announces acquisition of MAD Lions E.C.

Chris Overholt, President and CEO of OverActive Media discussed the decision in a release: “This is an exciting day for our organization, as we take another substantial step forward in growing OverActive Media globally. We want to thank our Splyce fans and invite them to join all of us as we head into an exciting new era in the LEC.”

OverActive Media has decided to capitalise on the popularity of the MAD Lions brand in Spain; embracing the company’s “global approach” to esports while also having Toronto-based franchises in both Overwatch League and Call of Duty League.

RELATED: OverActive Media to close down Splyce office in Rochester

Jorge Schnura, Co-founder & President of MAD Lions and Vice President of Strategy at OverActive Media added: “We are so thrilled that our players and our fans will have the opportunity to enjoy the biggest League of Legends competition in Europe. There is so much that Hispanic culture offers the world and we are ready to bring that unique flavour to League of Legends fans throughout Europe and globally.”

OverActive Media will service the Spanish League of Legends audience by producing native language content, social media, and live activations surrounding MAD Lions. The company announced the acquisition of MAD Lions in May.

Esports Insider says: This is OverActive Media putting its money where its mouth is in terms of having a global scope when it comes to esports, though it’s obviously just the beginning of a presumably-hoped world domination. It’s cool to see a brand that’s dedicating itself to a particular country, especially when other LEC teams are attempting to appeal to the entirety of Europe (excluding perhaps Excel Esports).

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