MAD Lions and KOI announce partnership with Pepsi

Spanish esports organization MAD Lions KOI, which is owned by OverActive Media, has unveiled a partnership with beverage brand Pepsi. Announced on X earlier today, Pepsi will become the official beverage sponsor for MAD Lions KOI. As part of the agreement, Pepsi’s branding will be prominently displayed on the team’s front jerseys for the League of Legends EMEA Championship (LEC) for the remainder of the season. Financial details and the specific duration of the deal have not been disclosed.

OverActive Media, which recently acquired KOI—the esports organization founded by Spanish personality Ibai Llanos and former FC Barcelona player Gerard Piqué—also owns Movistar Riders and holds an LEC franchise slot through MAD Lions KOI. Additionally, the Toronto-based company owns Toronto Ultra in the Call of Duty League.

This new partnership with Pepsi adds to MAD Lions KOI’s roster of sponsors, which includes Spanish car brand CUPRA, telecommunications company Movistar, sportswear manufacturer Kappa, gaming peripherals company Razer, and blockchain company Zilliqa. Zilliqa also supports MAD Lions KOI’s fan loyalty program, ‘The Pride.’ The diverse Spanish sponsorships reflect MAD Lions’ focus on the Spanish-speaking market, leveraging both their Spanish players and Ibai Llanos’ popularity to build a dedicated fanbase.

Earlier this year, OverActive Media released its Q1 2024 financial report, showing increased revenues compared to the previous year. However, the recent acquisitions have led to a 16% rise in operating costs compared to Q1 2023.

Nikko Krättli, New Business at OverActive Media, expressed enthusiasm about the new partnership in a LinkedIn post: “We are excited to announce that PepsiCo has chosen us to implement their influencer marketing strategy and promote their flagship brands in Spain for the coming years. Securing this partnership is a significant achievement for us and comes with considerable responsibility.”