Simran Joshi
An organisation that has enjoyed great success under the brand MAD Lions KOI, it is headquartered in Spain, but significant changes are afoot as parent company OverActive Media builds toward a full-scale rebranding. Since stepping into the LEC (League of Legends European Championship) in 2018, the team has won multiple victories and three splits while maintaining constant qualification for the World Championship. Now, it is about to merge two more Spanish esports organisations, Movistar Riders and KOI, under its roof. By year’s end, OverActive Media will have combined their brands, making this a pivotal event in the world of esports.
Mergers and achievements of MAD Lions in LEC
Since joining the League of Legends European Championship in 2018, MAD Lions has become an esports force. The team acquired entry after OverActive Media acquired Splyce and, in doing so, gave MAD Lions an important LEC spot. Since then, the organisation has thrived and reached some major milestones, such as three split victories-two in 2021 and one in 2023—are just one of the reasons why it is at the top of European teams.
This aside, MAD Lions is one team that has guaranteed a spot in the LEC for the last five years since 2020 and, ultimately represented the league in the League of Legends Worlds. The great performance by the team in LEC and its popularity across the world has catapulted MAD Lions into one of the most recognized esports organisations not only in Spain but throughout the world. This has been a breeding ground for further growth and mergers, as new teams and assets are constantly added to the OverActive Media never-ending esports empire.
Acquisition Plans and Future Rebranding at OverActive Media
OverActive Media further expands its footprint in the world of esports in 2024 with two other premium Spanish organisations: Movistar Riders and KOI are to be purchased. These represent one strategy under a more general plan aimed at the consolidation of important esports brands under one banner. Including teams across different competitive titles, a portfolio hosted by the company now spans Toronto Ultra and Toronto Defiant, reinforcing its position in the wider global esports industry.
The acquisitions are among those OverActive Media hinted at a ‘global rebranding effort’ under which its various teams will fall under one brand by the end of 2024. No details about the actual content of the rebranding have been announced, but the merger indicates a possible change in the outfit’s future presentation. All fans and stakeholders eagerly await to know what this means for legendary teams like MAD Lions and KOI.
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