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Spanish esports organization MAD Lions KOI, owned by OverActive Media, has announced an exciting new partnership with beverage giant Pepsi. The collaboration, revealed earlier today on X, designates Pepsi as the official beverage sponsor for MAD Lions KOI.
As part of the deal, Pepsi’s branding will be prominently displayed on the front jerseys of MAD Lions KOI’s League of Legends EMEA Championship (LEC) team for the remainder of the season. The financial terms and specific duration of the agreement were not disclosed.
MAD Lions KOI was recently acquired by OverActive Media, which also owns the Call of Duty League’s Toronto Ultra. The organization’s portfolio already includes prominent sponsors such as Spanish car brand CUPRA, telecommunications company Movistar, sportswear manufacturer Kappa, gaming peripherals company Razer, and blockchain firm Zilliqa. Zilliqa supports MAD Lions KOI’s fan loyalty program, 'The Pride,' underscoring the organization’s commitment to the Spanish-speaking market and leveraging its Spanish players and notable figure Ibai Llanos to engage a dedicated fanbase.
The new partnership with Pepsi adds to MAD Lions KOI’s growing roster of high-profile sponsors. This move comes as OverActive Media’s Q1 2024 financial report shows increased revenues compared to the previous year, though it also noted a rise in operating costs.
Nikko Krättli, from OverActive Media's New Business team, expressed enthusiasm about the deal in a LinkedIn post: “We are thrilled that PepsiCo has chosen us to execute their influencer marketing strategy and showcase their flagship brands in Spain. Securing this partnership is a major accomplishment for us and brings significant responsibility.”
The Pepsi sponsorship marks a significant boost for MAD Lions KOI as it continues to strengthen its presence in the esports industry and build its brand in the Spanish market.