March 26, 2021 (Barcelona, ESP / Toronto, CAN) – SEAT, the Spanish automobile manufacturer and the MAD Lions announced today a partnership agreement that includes all MAD Lions League of Legends franchises (LEC and Superliga). MAD Lions is owned by global esports company, OverActive Media, and 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.

“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. “SEAT understands young audiences, and we are delighted to come together to create authentic collaborations for our fans in Spain and around the world.”
The Marketing Director of SEAT Spain, Cristian Calvo, added: “throughout its history, SEAT has always responded to the needs of its consumers and has known how to be aligned with their tastes and trends. Exploring the esports industry is challenging and, at the same time, something we really want to do. Alongside SEAT, esports fans will have access to multiple experiences and original content, and we are convinced that this relationship will be a real success.”
SEAT prides itself on having the youngest average consumer base in Spain, among car brands, and is excited to engage with an avid MAD Lions fanbase as they make their entrance into the esports industry.
“We are proud to enter the esports territory with MAD Lions. In recent years, SEAT has positioned itself as the mobility solution of choice for young people. When the time comes when these fans need a mobility partner, we want their solution to be SEAT,” added Calvo.