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Nestle Brands Reinforce Commitment to Esports Through New Sponsorship Deals

Maggi, one of Nestle’s billion-dollar brands, and its oriental noodles brand Fusian continue their support for the esports industry by extending their sponsorship with GiantX. This partnership, now entering its fourth year, solidifies Maggi Fusian as the official partner of one of Europe’s most popular and successful esports teams, GiantX.

GiantX, formed from Giants Gaming and Excel Esports’ merger in December 2023, is a major player in esports, excelling in various video game titles. It’s a key founder of two major leagues – League of Legends EMEA Championship (LEC) and Valorant Champions Tour EMEA (VCT) by Riot Games. With headquarters in London, Malaga, and Berlin, GiantX has amassed over 23 million fans in Europe.

Maggi Fusian’s involvement in esports began in 2021 and has since become a recognized brand in the sector alongside GiantX. This partnership highlights Maggi Fusian’s commitment to the esports community and its support for GiantX in their competitive endeavors.

GiantX also signed a partnership agreement with KitKat, another Nestle company. In January, the partnership was renewed for an additional year.

As per the renewed partnership agreement, KitKat’s logo will appear on the sleeve of player jerseys during both international and domestic competitions. Additionally, KitKat’s branding will be showcased on GiantX’s social media and streaming channels, including YouTube and Twitch, as well as other platforms where the team shares content. The collaboration will also involve the creation of original content. 

Another major player in the esports market is OverActive Media (TSXV:OAM) (OTC:OAMCF), an esports and entertainment company catering to today’s generation of fans. 

Over the last few months, OverActive Media has solidified its position as a major player in the esports world by acquiring two widely popular esports franchises, gaining new major sponsors and increasing both its audience engagement and viewership statistics across the leading streaming and social media platforms.

Partnerships With Brands Drive Esports Growth

Since adding KOI and Movistar Riders to its portfolio, OverActive Media has seen a significant uptick in viewership thanks to the popularity of the teams which have over 100 million dedicated followers and the social media cred of its co-founders Ibai Llanos, a world-leading Twitch streamer and former FC Barcelona football legend Gerard Piqué. 

OverActive Media has seen its viewer numbers soar in games like League of Legends, VALORANT, Counter Strike 2, and Call of Duty. The Mad Lions KOI team’s performance, drawing a record 741,000 viewers in one match and 4.7 million Twitch views thanks to Ibai, has outshined even top TV show finales. 

In January, MAD Lions KOI and Movistars led the esports category in viewership and total engagements across major social media platforms in Europe and North America. It was also a top five brand globally during the same period. Their success continued with a historic 830,816 viewers for a single match, surpassing average NHL game viewerships.

“Our ability to captivate a massive, global audience is pivotal to our success. The immediate surge in engagement and viewership after announcing the acquisitions highlights the strategic value of our operations and solidifies our leadership in the esports industry,” said OverActive Media CEO Adam Adamou. “Merging our existing business with these acquisitions opens new vistas for viewer engagement. The enthusiastic response from our fans and partners reaffirms our direction and commitment.”

The company has also bolstered its portfolio of noteworthy partnerships. On February 28, OverActive Media (TSXV:OAM) (OTC:OAMCF) announced a multi million dollar sponsorship with Telefónica, one of the largest telephone operators and mobile network providers in the world. 

Telefónica, which is a long-time partner of Movistar Riders, renewed its sponsorship for three years to the end of 2026. The expanded partnership includes select naming rights, brand visibility on team gear and products, and collaborative content development and marketing. In 2022, Telefónica took a minority stake in Movistar Riders. With the completion of these acquisitions, Telefónica will transition to becoming a shareholder in OverActive Media.

Telefónica is the latest addition to OverActive Media’s roster of partnerships which includes respected brands including Bell, who is also a shareholder of the company, as well as Kappa, Red Bull, TD, Razer, SCUF and AMD.

Click here for more information about OverActive Media (TSXV:OAM) (OTC:OAMCF).

Featured Image @ OverActive Media


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6) This document contains forward-looking information and forward-looking statements, within the meaning of applicable Canadian securities legislation, (collectively, “forward-looking statements”), which reflect management’s expectations regarding OverActive Media’s future growth, future business plans and opportunities, expected activities, and other statements about future events, results or performance. Wherever possible, words such as “predicts”, “projects”, “targets”, “plans”, “expects”, “does not expect”, “budget”, “scheduled”, “estimates”, “forecasts”, “anticipate” or “does not anticipate”, “believe”, “intend” and similar expressions or statements that certain actions, events or results “may”, “could”, “would”, “might” or “will” be taken, occur or be achieved, or the negative or grammatical variation thereof or other variations thereof, or comparable terminology have been used to identify forward-looking statements. These forward-looking statements include, among other things, statements relating to: (a) revenue generating potential with respect to OverActive Media’s industry; (b) market opportunity; (c) OverActive Media’s business plans and strategies; (d) services that OverActive Media intends to offer; (e) OverActive Media’s milestone projections and targets; (f) OverActive Media’s expectations regarding receipt of approval for regulatory applications; (g) OverActive Media’s intentions to expand into other jurisdictions including the timeline expectations relating to those expansion plans; and (h) OverActive Media’s expectations with regarding its ability to deliver shareholder value. Forward-looking statements are not a guarantee of future performance and are based upon a number of estimates and assumptions of management in light of management’s experience and perception of trends, current conditions and expected developments, as well as other factors that management believes to be relevant and reasonable in the circumstances, as of the date of this document including, without limitation, assumptions about: (a) the ability to raise any necessary additional capital on reasonable terms to execute OverActive Media’s business plan; (b) that general business and economic conditions will not change in a material adverse manner; (c) OverActive Media’s ability to procure equipment and operating supplies in sufficient quantities and on a timely basis; (d) OverActive Media’s ability to enter into contractual arrangements with additional parties; (e) the accuracy of budgeted costs and expenditures; (f) OverActive Media’s ability to attract and retain skilled personnel; (g) political and regulatory stability; (h) the receipt of governmental, regulatory and third-party approvals, licenses and permits on favorable terms; (i) changes in applicable legislation; (j) stability in financial and capital markets; and (k) expectations regarding the level of disruption to as a result of CV-19. Such forward-looking information involves a variety of known and unknown risks, uncertainties and other factors which may cause the actual plans, intentions, activities, results, performance or achievements of OverActive Media to be materially different from any future plans, intentions, activities, results, performance or achievements expressed or implied by such forward-looking statements. Such risks include, without limitation: (a) OverActive Media’s operations could be adversely affected by possible future government legislation, policies and controls or by changes in applicable laws and regulations; (b) public health crises such as CV-19 may adversely impact OverActive Media’s business; (c) the volatility of global capital markets; (d) political instability and changes to the regulations governing OverActive Media’s business operations (e) OverActive Media may be unable to implement its growth strategy; and (f) increased competition.

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