Spanish brand MAD Lions, owned and operated by OverActive Media, has entered a deal with Chinese betting company DYVIP.
The partnership is specifically centred around MAD Lions’ Counter-Strike: Global Offensive roster, which is part of the team-owned Flashpoint league.
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As a condition of this arrangement, DYVIP will see its brand logo showcased on the shoulder of MAD Lions’ CS:GO jersey. DYVIP is described as “a leading provider of credible, responsible, first-class entertainment” across casino and esports betting. The platform currently supports wagering for League of Legends, CS:GO, Dota 2, Overwatch, Call of Duty, NBA 2K, and Rainbow Six Siege.
Ken Zhang, Chief Marketing Officer of DYVIP, commented on the partnership in a release: “Esports has grown into a billion-dollar industry with a huge fan base and interest from all corners of the world, particularly in China. MAD Lions is the upcoming force of the CS:GO world, and we are very excited to be partnering with CS:GO Flashpoint I champions. Our ambition with this partnership is to help MAD Lions become even more competitive and raise interest in the exciting world of esports in China and well beyond our borders.”
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MAD Lions has seen an increase in commercial activity in recent months, establishing or renewing deals with the likes of imagin, Kappa, and Global Sports Innovation Center.
Chris Overholt, President and CEO of OverActive Media, added: “The international appeal of our MAD Lions brand is taking another important step forward today with this new partnership. “We are excited and we welcome our new partners at DYVIP, into the esports industry, as they take us into the Chinese market.”
Esports Insider says: Indeed it’s interesting to see MAD Lions opt for such an exotic betting partner, but it very well could be part of its strategy. As mentioned in a release, the MAD Lions brand will take on more international appeal as a result of this deal.