MAD Lions secures El Corte Inglés partnership

OverActive Media‘s Spanish esports brand MAD Lions has announced a partnership with regional department store chain El Corte Inglés.

The deal will see El Corte Inglés dress the organisation’s players and coaching staff with a combination of Easy Wear, Green Coast and Emidio Tucci fashion brands. 

Image credit: MAD Lions

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The agreement was secured in collaboration with Japanese advertising and public relations company dentsu group, as well as marketing company MKTG Spain

Álvaro Luzón, MAD Lions Marketing Director, spoke on the announcement: “We are extremely proud to be the esports club chosen by El Corte Inglés, the first Spanish fashion brand to dress a team. 

“Both of our brands promote Spain globally and now we’re able to amplify our efforts with this collaboration, which starts at a very important moment for us, being welcomed by Madrid Vice Mayor given our recent European victories. Nothing better than doing it dressed by El Corte Inglés!”

According to the release, the agreement looks to unify two brands that ‘represent Spain on the international stage, combining lifestyle and sports excellence’. Moreover, El Corte Inglés sees the partnership as an opportunity to support esports and to ‘bring together fashion and gaming’. 

The concept of the partnership was reportedly established at the Madrid City Council reception on September 16th, where MAD Lions athletes, coaches and managers were welcomed by Madrid Vice Mayor Begoña Villacís to celebrate the team’s LEC championship victory.

David Sújar, ICL & Head of Digital at dentsu group, commented: “Spain has the most esports enthusiasts of the main European markets. Almost 3m people are in this emerging territory that continues to grow. 

“This is why it is tremendously relevant and bold that El Corte Inglés be a recognized brand in this territory, where they can engage a younger consumer profile and, in part, different than in traditional sports.”

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Karen Moctezuma, Head of esports at MKTG Spain, added: “El Corte Inglés’ entrance as the first Spanish fashion brand in the esports field hand in hand with MAD Lions means strongly entering this sector, being the ones to accompany one of the most prominent teams in the Spanish and European landscape and with clear chances of winning a world title.

“The high standards and their personal style are part of both companies’ identity, promoting Spain worldwide with great success. This agreement, unfolded almost naturally, strengthening each other’s values.”

Esports Insider says: Considering MAD Lions’s recent LEC championsship title, it’s no surprise to see more companies being interested in partnering with the organisation. The agreement with one of the biggest retailers in Spain makes sense for MAD Lions and will likely bring more exposure for both parties. 

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