esports: Seat enters the discipline as a major partner of MAD Lions (ESP) on LoL (LEC)

Seat, a Spanish car manufacturer belonging to the Volkswagen Group, has become a major partner and main shirt sponsor of MAD Lions from 2021, announced the Spanish esports organisation, which belongs to the OverActive Media Group (esports and entertainment), on 26/03/2021. The partnership only concerns the team that plays on League of Legends (Riot Games) in the LEC.

This is Seat's first sponsorship agreement in the world of esports. "The deal makes Seat the first car sponsorship in OverActive history. The multi-faceted partnership will include broad-range advertising opportunities, in-person and digital activations, and the creation of original content," explained MAD Lions, which has also had Kappa as a sponsor and equipment supplier since 2020.

"Partnering with a brand like Seat is an incredibly important milestone for our brand and for our business as a whole," said Jorge Schnura, co-founder and president of MAD Lions, whose team did not have a main shirt sponsor prior to this agreement.

Since its creation in 2017, the esports organisation has generated €2.5m. In 2021, MAD Lions…