Esports organization OverActive Media has announced a partnership between Spanish automaker SEAT and its MAD Lions team. This marks the first automotive partnership in OAM's portfolio, as well as SEAT's entry into the esports space.
Terms of the deal were not disclosed. As part of the agreement, the parties will participate in face-to-face events as well as conduct digital promotions, while the SEAT brand will be integrated into content created by the esports organization.
Note that OverActive Media has already entered into several partnerships for MAD Lions, including multi-year deals with GLS Spain and Razer.