MAD Lions finds financial sector partner in imagin

Spanish brand MAD Lions, which is owned by OverActive Media, has appointed imagin as its exclusive financial sector partner.

The deal specifically focuses on MAD Lions’ Spanish League of Legends academy roster that competes in Superliga Orange.

MAD Lions imagin
Credit: MAD Lions

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MAD Lions’ SLO team will work with imagin on “digital sponsorship, content and marketing initiatives” as well as ensuring the team’s players are taught financial literacy. MAD Lions will have its own branded bank card in Spain, similar to Astralis Group’s recent deal with Lunar in Denmark.

Chris Overholt, CEO of OverActive Media, spoke on the deal in a release: “We are proud to add another premium brand to our growing roster of partners. Imagin has reshaped the way Spaniards think about banking and we are excited to be working alongside their team in the coming months to bring authentic and creative collaborations to our fans.”

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Prior to announcing its deal with MAD Lions, imagin unveiled that it was expanding its services from just banking to become a platform that includes both financial and non-financial services through digital content and experiences.

Benjamí Puigdevall, CEO of imagin, also commented: “Our goal at imagin has always been to evolve beyond just being a financial app. Built on the foundation as the leading bank in youth segment, we have become a community with a focus on lifestyle. Our relationship with customers is more than just a bank account and financial products, it is about the sharing of valuable content and unique experiences, and this new partnership will add to our offerings.”

Esports Insider says: Are we perhaps witnessing a new trend in esports? The industry’s fan base is typically young and that’s the kind of audience that banks will be vying for. We’re interested to see how the deal is activated in terms of experiences and content.