OverActive Media expands deal with Warner Music Spain

OverActive Media, the owner of the Spanish esports organization MAD Lions, has announced the expansion of its partnership with the music label Warner Music Spain. The label and esports company will continue to create musical experiences for fans in the future, including hosting events, content creation, and other unspecified activations. However, the parties did not share details about the duration of the partnership.

Sergio Mendez, Head of Artist Services and Institutional Relations at Warner Music Spain: "Warner Music Spain is proud to continue our relationship with OverActive Media to build momentum in esports and provide added value to our artists, MAD Lions players and fans of both worlds "MAD Lions is a leader in European esports with an extremely loyal fan base. We look forward to enhancing the synergy between music and video games with one of the best in the business."

The two brands originally teamed up last year in a first-of-its-kind deal in Spain that positioned Warner Music as a leader in the field, demonstrating its commitment to esports and gaming in the country. The partnership expansion will be based on the MAD Lions organization, which is part of the League of Legends European Championship (LEC).

Ricardo Gomez-Acebo Botin, Senior Director and Head of Europe at OverActive Media: "We are thrilled to expand our relationship with Warner Music Spain. The new commitment to our business is a testament to their confidence in both MAD Lions and where esports is heading. Having a creative partner like Warner Music Spain gives us the opportunity to build on what we have achieved over the past year and explore new territory in the future.”

The deal will reportedly provide MAD Lions, one of the leading esports organizations in Europe, with ongoing opportunities to expand its presence in music, lifestyle and entertainment while deepening engagement with its fans.