TORONTO and MADRID, Spain, Oct 01, 2021 (GLOBE NEWSWIRE) – MAD Lions, the professional League of Legends franchise of OverActive Media (TSXV: OAM), today unveiled their 2021 League of Legends. The marketing campaign in support of the special edition jersey was created in collaboration with the Royal Palace of Madrid, marking the first time that the Palace took part in such an initiative.
MAD Lions start participating in the championship on October 11 as Europe’s strongest League of Legends team, with a jersey intentionally designed to represent Southern Europe as a piece that encompasses culture and history of the region – the shared one and the one to be created. Design features include:
- “De Madrid al Cielo”, the motto of Madrid on the upper back, accompanied by stars of the Madrid flag
- Spanish flag of the Spanish national football team jersey on the armband
- Tile design inspired by traditional southern European architecture as a jersey base
- Colors of the European flag with gold to reflect the “Kings of Europe” and dark blue to reflect the Mediterranean Sea at night
- Digitized font by Joaquín Ibarra, a Spanish printer from the 18e Century
“It’s a big moment for MAD Lions and we wanted a meaningful jersey to represent where we have come from and where we are heading. Our idea for the jersey was to bring together different regions and details that are instantly associated with the south of the Europe, “said Álvaro Luzón, Senior Director, Marketing (EU), OverActive Media.” The video combines three themes: MAD Lions are the ‘kings of Europe’, we make history and everything we live is like to a dream. Collaborating with the Royal Palace of Madrid has helped bring our vision to life, creating a backdrop that balances the old and the new, which is not what we usually expect in the sport.
To create a dynamic around the unveiling of the jersey and to make the fans travel, MAD Lions created a fashion film at the Royal Palace in Madrid. The Palace provides the perfect backdrop to complete the jersey, mixing the old and the new through history and art. The story takes fans through a tale of making dreams come true and writing history by dreaming together, across three tracks courtesy of Warner Music Spain. Influencer Elisa Lorca and local Madrid rappers ILL Pekeño and Ergo Pro are featured in the film to further amplify MAD Lions as a lifestyle brand, with their wardrobes exploring different regions and periods in southern Europe. . The Spanish national flower, the red carnation, is also included in the set, meant to represent the love, pride and admiration that MAD Lions and their fans have for each other. The film will be shared via MAD Lions’ YouTube and Twitter accounts.
MAD Lions are the third most successful League of Legends club in European history and will represent Europe as the first seed in the 2021 League of Legends World Championship. The championship takes place in Iceland from 5 October to November 6, where only three European teams will compete among the best in the world. According to Riot Games, last year’s World Championship saw over a billion hours of viewing – a new record – making League of Legends one of the most watched games in the world.
MAD Lions’ success this season is the result of a long series of efforts, including the support of marketing partnerships in Europe. MAD Lions partners include SEAT, EPOS, Razer, Warner Music Spain and Kappa.
For more information please contact:
Leah Gaucher, Director, Public Relations and Communications, OverActive Media
Jorge Schnura, co-founder and president, MAD Lions
(+34) 696 190-880
ABOUT SURACTIVE MEDIA
OverActive Media (TSXV: OAM) is headquartered in Toronto, Ontario, with operations in Madrid, Spain and Berlin, Germany. OverActive’s mandate is to create an integrated global business delivering sports, media and entertainment products to the current generation of fans with a focus on esports, video games, content creation and distribution. , culture and events live and online. OverActive has team franchises in (i) the Overwatch League, operating as the Toronto Defiant, (ii) the Call of Duty League, operating as the Toronto Ultra, (iii) the League of Legends European Championship (“LEC”), operating under the name MAD Lions, (iv) the Superliga, operating under the name MAD Lions Madrid, and (v) Flashpoint, operating under the name MAD Lions Counter Strike: Global Offensive (a franchise operated by B Site Inc., a company in which OverActive has a minority stake), as well as other unaffiliated CS: GO tournaments and leagues. OverActive also manages live and online events, operating under the name OAM Live and maintains an active social media presence with its fans and community members, manages fan clubs and other fan related activities. that increase the reach of its brands.
ABOUT CRAZY LIONS
MAD Lions was born in 2017 as an esports club which, with its name, (MAD: Madrid; Lions: Lions de la Cybèle) aims to become a world famous team in Madrid. Almost four years later it has grown into one of the most important clubs in the esports industry in Spain and around the world.
Founded by Jorge Schnura and Marcos Eguillor, and with Willyrex and Vegetta777 as partners, MAD Lions participates in the European League of Legends Championship (LEC Spring Split Champions), the Superliga in Spain and as MAD Lions CS: GO in the Flashpoint League. MAD Lions represents Hispanic passion and is governed by the values of Passion for Life, Passion for Gaming.
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The photos accompanying this announcement are available on: