Esports holding company OverActive Media, the parent company of Toronto Defiant, Toronto Ultra and MAD Lions, has announced two new partnerships as well as extending two existing deals.
The company has signed new agreements with chip manufacturer AMD and LG’s gaming division UltraGear. It has also renewed partnerships with gaming controller brand Scuf Gaming and analytics company Nielsen Sports.
It is not often that four partnerships are announced by one company in a single day. The partnerships will primarily focus on OverActive’s franchises, Toronto Defiant and Toronto Ultra. However, the exact scopes of every partnership do differ slightly, and it is interesting that three out of four partnerships are focused on North America, with only Nielsen working with MAD Lions.
The AMD partnership sees the brand become a presenting sponsor of the Toronto Ultra Challengers Tournament. However, AMD will also be featured in some Toronto Defiant and Toronto Ultra content.
LG UltraGear’s partnership will be exclusive to Toronto Ultra, with UltraGear acting as presenting partner for the Call of Duty League Major IV tournament and qualifiers. The partnership will SCUF will also focus on the Call of Duty team, with SCUF remaining the official controller partner of the Toronto Ultra.
Lastly, data and analytics company Nielsen have expanded its partnership with OverActive Media to include MAD Lions. Nielsen will work with MAD Lions to provide better sponsorship impact and value reports.
Matt McGlynn, Vice-President, Marketing & Brand, commented of the partnerships: “Our Toronto Defiant and Toronto Ultra teams are in the top three most followed teams on TikTok in their respective leagues, and our current team social projections for 2023 have us targeting a 13% increase across impressions, engagements, and new followers. Meaning, there’s a significant opportunity to build fandom and further awareness in the community.”