MAD Lions enters partnership with GOIKO

The partnerships marks GOIKO entrance into the esports industry and will see the chain sponsoring the brand’s LEC and Superliga rosters.

MAD Lions strike a deal with GOIKO, Image credit: Twitter

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.

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 GOIKO, 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.”


Alpine Esports, the esports branch of French automotive marque Alpine, has announced a partnership with smart lighting brand Philips Hue for the upcoming season of the F1 Esports Series Pro Championship.

The partnership will see Philips Hue provide connected lighting for the team’s training facilities and the drivers’ domestic base during the series.

The partnership marks the first time Philips Hue has teamed up with an esports brand. Philips Hue’s lighting will also feature in future episodes of Alpine Esports’s mini-series called The Conquest. According to the release, Philips Hue’s lighting will look to provide Alpine Esports with a way to enrich its identity and provide a real in-game immersive experience for the audience.

Alpine Esports Head of development Richard Arnaud, commented: “Esports is constantly exploring new areas in which to gain performance to give advantages over the competition. The sharpness of vision has already been identified as a real differentiator, and lighting is a big contributor. We are very excited to work with such a big name as Philips Hue to increase our understanding of this sphere.”

Philips Hue is the smart lighting arm of Signify, a Dutch electronics company owned by Philips. It is one of the oldest smart lighting brands in the world, having started manufacturing smart lighting in 2012.

Sportslumo Desk

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