Spanish brand MAD Lions, owned and operated by OverActive Media, has entered a partnership with Italian sportswear brand Kappa.
The deal will see MAD Lions’ teams in League of Legends’ LEC and Superliga Orange, as well as Counter-Strike: Global Offensive’s Flashpoint, wear Kappa apparel.
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Kappa will create lifestyle and streetwear merchandise for MAD Lions’ players and fans, as well as developing “general accessories.” The sportswear brand will assume control over all of MAD Lions’ e-commerce processes, from inventory to customer service.
Chris Overholt, CEO of OverActive Media, discussed the partnership in a release: “We are all really excited about welcoming Kappa to the OverActive family, and feel proud that given the company’s tremendous roots in Europe, it is a perfect fit for our three MAD Lions franchises. This marks a new era for our MAD Lions brand as we enter the lifestyle and merchandise world with a premier partner alongside our brand.”
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This isn’t Kappa’s first foray into esports by any means. After partnering with British organisation Vexed Gaming late last year, it has since established deals with Chinese organisation Royal Never Give Up and British organisation Diabolus.
Philippe Sachet, CEO of Kappa Sport Iberia, added: “At Kappa we consider esports the entertainment of the present and the future. The agreement between both our brands is a natural progression in our history because we share the same values, fandom and entrepreneurship spirit. For this partnership, we will be dedicating resources and thinking to our street-style line called Authentic, and will be proud to dress the teams with the passion that is at the core of our business. We are very pleased to support and cheer on the MAD Lions in their competitions at the highest level in Europe.”
Esports Insider says: Esports has the likes of Nike, adidas, Champion, and Kappa all with significant presences right now, this trend isn’t new by any means but it’s definitely continuing to grow. MAD Lions has a passionate following and competes in the ever-popular LEC, so this is a good deal for Kappa.