MAD Lions partners with El Corte Inglés

Spanish esports organization MAD Lions has announced a partnership with regional department store chain El Corte Inglés. As part of the deal, El Corte Inglés will dress the organization's players and coaching staff in a mix of fashion brands Easy Wear, Green Coast and Emidio Tucci.

It is noted that the partnership agreement was concluded in cooperation with the Japanese advertising and public relations company dentsu group, as well as the marketing company MKTG in Spain.

Alvaro Luzon, Marketing Director at MAD Lions:“We are extremely proud to be the esports club chosen by El Corte Inglés, the first Spanish clothing brand to dress our team. Both of our brands are promoting Spain around the world and we can now step up our efforts through this collaboration, which begins at a very important moment for us. "

According to a press release, the partnership should bring together the two brands that represent Spain on the international stage, combining lifestyle and sporting excellence. In addition, El Corte Inglés sees the partnership as an opportunity to support esports and bring fashion and gaming together.

The partnership concept was reportedly developed at a reception at the Madrid City Council on September 16, where the athletes, coaches and managers of MAD Lions were welcomed by Madrid Vice Mayor Begonia Villasis to celebrate the team's victory in the LEC.