MAD Lions enters partnership with GOIKO


OverActive Media‘s Spanish esports brand MAD Lions has announced a partnership with hamburger chain GOIKO.

As a result of the deal, the two parties will collaborate on a range of content for the brand’s social media channels during the 2021 League of Legends World Championship.

Image credit: MAD Lions, GOIKO

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The partnerships marks GOIKO’s entrance into the esports industry and will see the chain sponsoring the brand’s LEC and Superliga rosters, alongside its content creation team.

Pedro Belaunzaran, Director of Global Partnerships (EU) at OverActive Media, spoke on the deal in a release: “Partnering with GOIKO is an indication of the progress we’ve made as a club. We’re thrilled to have a well-known Spanish brand as our first partner in the QSR category and to be able to introduce GOIKO to the esports and entertainment industry. GOIKO has a fresh, fun brand very much aligned with our approach at MAD Lions.”  

GOIKO becomes the tenth partner of MAD Lions, joining the likes of automotive marque SEAT, gaming peripheral manufacturer Razer, and clothing manufacturer Kappa on its roster.

Juan Manuel Sánchez, Chief Marketing Officer at GOKIO, also commented: “We want 2021 to be the year GOIKO emerges as a ‘gamer’ brand and joining MAD Lions provides us with the perfect opportunity to level up. We’ve tested and learned through some branded content pieces, followed by a ‘GOIKO-branded’ map in Fortnite and the response was fantastic. Aligned in values and philosophy, our partnership with MAD Lions is our biggest step yet.

“We plan to bring meaningful engagement opportunities to fans, amplifying the energy around MAD Lions’ competition at the World Championship, all while having fun.”

Esports Insider says: As a restaurant chain based in Spain, joining forces with MAD Lions to enter the esports industry is certainly a solid start considering the brand is competing in one of the biggest tournaments of the year.