European esports organisation MAD Lions has signed a multi-year partnership with blockchain and metaverse company Zilliqa.

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According to the release, the deal is the organisation’s largest sponsorship to date and will provide MAD Lions with the capabilities to deliver experiences in the metaverse.

Image credit: MAD Lions / Zilliqa (via YouTube)

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Zilliqa branding will also feature on the jerseys of MAD Lions players and content creators. In addition, the company’s branding will be integrated into social media content.

The partnership is set to last for at least five years and will include a number of activations in the metaverse. MAD Lions did not share specific details about the deal’s finances, however, a ‘significant portion’ of the funds have been issued in ZIL – Zilliqa’s native currency. 

The partnership was officially announced by OverActive Media, the parent company of MAD Lions, Toronto Ultra and Toronto Defiant. 

Jorge Schnura, Vice President of Strategy at OverActive Media, commented: “Partnering with Zilliqa opens the doors for us to deliver enhanced experiences to our fans in the metaverse. Their technical expertise paired with our ability to engage fans enables us to access a new dimension of entertainment. We are also proud to partner with a brand in this space that is committed to sustainability. Zilliqa’s ambitions to become carbon neutral by 2022 sealed the deal.”

The entities noted in a release that MAD Lions’ community will have access to exclusive events for fans in the organisation’s metaverse. This includes viewing parties and giveaways.

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This isn’t the first time that Zilliqa has teamed up with an esports organisation. In 2021, the company secured a metaverse and blockchain partnership with Ninjas in Pyjamas.

Dr. Ben Livshits, CEO of Zilliqa, added:” MAD Lions already have an extensive and loyal following, so we are excited to have them enter our metaverse and give them an opportunity to build unforgettable experiences for their fans.

“Our experience within the esports market and expertise in scalable blockchain technology have this collaboration set for unlimited potential over the next five years.”

Esports Insider says: MAD Lions is going to the metaverse. It is unclear exactly what the partnership will look like, and the financial aspect of it is also unknown. However, judging by the fact that this is the largest partnership for the brand, it seems to be a lucrative one as well. 

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