Multinational esports and entertainment company OverActive Media has signed a sponsorship agreement with lifestyle and gaming brand Blacklyte.
As a result, Blacklyte will be featured in several branding and content activations, including an on-site space at the Toronto Ultra Major III Call of Duty tournament.
According to the release, Blacklyte will receive Call of Duty League broadcast integrations, involvement in content creation, and branding on OverActive Media and Toronto Ultra assets. Moreover, the gaming brand will become the naming partner of OverActive Media’s Creator Lab, a content studio at the company’s Toronto facility.
The sponsorship announcement was accompanied by news that OverActive Media is renewing its existing partnership with Scuf Gaming. SCUF has been OverActive Media’s official controller and accessory partner since 2020 and will now be involved in its branding and content creation. SCUF will also work with Toronto Ultra players and host an activation space at the Toronto Ultra Major III.
As with all of its partners, OverActive Media aims to help Blacklyte and SCUF engage with younger audiences by leveraging its consumer knowledge. Moreover, Blacklyte and SCUF will provide the company’s athletes with products that aim to enhance ‘their competitive edge’.
OverActive Media is a global esports and entertainment company based in Toronto, Canada. The organisation has previously partnered with the likes of AMD, LG, and Warner Music. Furthermore, OverActive Media is the parent company of multiple team franchises, including the Call of Duty League’s Toronto Ultra and the LEC’s MAD Lions.
OverActive Media has made continuous efforts to optimise its portfolio of esports rosters. At the end of last year, the company received a $6m (~£4.71m) payout by exiting the Overwatch League amidst the league’s discontinuation. However, OverActive Media also plans to diversify its selection of teams. The company is looking to acquire Spanish esports organisations KOI and Movistar Riders.
Tyler Keenan, Senior Vice-President, Partnerships and Revenue, OverActive Media, commented on the partnerships with Blacklyte and SCUF: “Player performance is a key part of our team development strategy and success.
“The addition of Blacklyte and our continued partnership with SCUF provides our athletes with innovative products to enhance their competitive edge.”
