OverActive Media strikes Red Bull partnership, announces new gaming studio

OverActive Media, the parent company of MAD Lions, Toronto Ultra, and Toronto Defiant, has announced the Red Bull Gaming Studio after striking a multi-year partnership with the energy drinks brand.

The Red Bull Gaming Studio, located inside OverActive Media’s new headquarters in Toronto, is expected to host gaming events such as tournaments, speaker sessions, artist performances, live events, and broadcasts. 

Photo credit: OverActive Media

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Moreover, the studio will be the home for Toronto Defiant and Toronto Ultra’s matches until the Overwatch League and Call of Duty League returns to live competition. Visuals of the Red Bull Gaming Studio will be unveiled tomorrow, alongside OverActive Media’s new 15,000 square foot headquarters.

Alyson Walker, Chief Commercial Officer at OverActive Media, commented: “This is such an important moment for our organisation. We are so thrilled to be welcoming a partner like Red Bull to our OverActive Media roster.

“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.”

According to the release, the partnership will also include product integration and custom content, as well as ‘support’ for Red Bull’s gaming events. Alongside its Red Bull partnership, OverActive Media also debuted new branding, which will be integrated throughout its headquarters. 

The company has revealed that more partner integrations will be announced tomorrow. 

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Mike Armstrong, VP Marketing at OverActive Media, added: “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.”

Red Bull joins the likes of Spanish esports brand OSL-DeAPlaneta, apparel firm H4X, and audio peripherals brand Epos as partners of the company.

Esports Insider says: OverActive Media continues to strengthen its operations and the firm’s multi-year partnership with Red Bull bolsters its commercial portfolio significantly. The Red Bull Gaming Studio will provide greater opportunities for esports activations in Toronto, meanwhile, OverActive Media’s franchises have a home base whilst competitions remain online. Let’s also not forget that the company also announced a 7000-seat esports venue earlier this year. 

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