OverActive Media, the owners of European esports organisation MAD Lions, has extended and expanded the company’s partnership with music label Warner Music Spain.
The label and esports company will continue creating music-themed fan experiences in the future. This includes events, content creation as well as other unspecified fan experiences. The two companies did not share details about the length of the partnership.
The partnership extension will be based around its MAD Lions brand, which most notably competes in the League of Legends European Championship (LEC). MAD Lions has qualified for the League of Legends World Championships four years in a row and won the LEC in 2021.
Warner Music Spain is the Spanish branch of the Warner Music Group, one of the most prominent music labels in the world.
Warner Music and MAD Lions first partnered in 2021 and previously worked together on a music video that featured the organisation’s players. MAD Lions also has an official team playlist on Spotify that features artists from Warner Music’s roster. The two companies did not share any specific details about the extension of the partnership but did note that fans can expect new activations and content for the upcoming LEC season, which is set to start in January 2023.
Ricardo Gómez-Acebo Botín, Senior Director and Head of EU Business for OverActive Media, commented: “We’re thrilled to extend our relationship with Warner Music Spain. The renewed commitment to our business signals their confidence in both MAD Lions and where esports is headed.”
Alongside MOD Lions, OverActive Media also owns Call of Duty League franchise Toronto Ultra and Overwatch League franchise Toronto Defiant. The company recently announced that in the first six months of 2022 it recorded a loss of CAD$7m (£4.5m), which is less than the same period last year (CAD$ 8.2m or ~£5.25m).