OverActive Media strikes partnership with car brand CUPRA

Esports holding company OverActive Media has announced a partnership with Spanish car brand CUPRA.

The deal will see the car maker become an official partner of OverActive’s League of Legends teams MAD Lions KOI and Movistar KOI, with CUPRA’s logo set to appear on player jerseys.

The new collaboration sees OverActive partner once again with CUPRA’s parent company SEAT. The car manufacturer previously sponsored MAD Lions before the organisation’s restructuring in 2024.

Prior to joining the LEC with Rogue parent company Infinite Reality in 2022, Ibai Llanos’ KOI had its own sponsorship with CUPRA while it competed as a standalone tier-two League of Legends organisation in the LVP SuperLiga.

The latest collaboration with the Spanish car manufacturer teams sees OverActive focusing on the organisations’ national supporters, with streamer Ibai’s presence and MAD Lions KOI’s mostly Spanish LEC roster leading the growth of a passionate Spanish fanbase.

CUPRA joins telecommunications company Movistar as another Spain-based partner of OverActive’s teams, while other sponsors also include sportswear manufacturer Kappa, gaming peripherals company Razer and blockchain company Zilliqa, the latter of which supports MAD Lions KOI’s fan loyalty programme ‘The Pride’.

In a LinkedIn post commenting on the partnership with CUPRA, Nikko Krättli, New Business at OverActive Media, commented: “Happy to finally announce our partnership with CUPRA for the upcoming years. The world of esports and cars shares the challenge of always chasing the horizon in search of success. From this conviction, we will work together with a leading, global, and committed brand like CUPRA. Poised to reach new heights and make our mark. Exciting times lie ahead!”

The sponsorship continues a busy month for OverActive, who recently hired Neil Duffy as its Chief Commercial Officer to broaden the company’s presence in the Americas. Last month, OverActive Media’s acquisitions of KOI and Movistar Riders were officially completed, though Movistar KOI and MAD Lions KOI have been competing under these monikers since the beginning of the year.