Canadian telecommunications brand Bell Canada has signed a wide-ranging sponsorship and investment partnership with global esports organisation OverActive Media (OAM).
Under the multi-year deal, Bell will become a Founding Marketing Partner of the OAM and will acquire a minority stake in the company.
The deal designates Bell as OAM’s exclusive telecommunications partner and covers team sponsorship, content integration, events production, experiential activations, and traditional and online advertising.
The partnership includes all current Bell brands and subsidiaries, and gives Bell access to all current and future OAM Canadian-based franchises, including the Toronto Defiant Overwatch franchise and a newly-launched Toronto Call of Duty franchise.
OAM has grown rapidly since it launched in 2017. In April this year, it added Canadian singer The Weeknd – real name Abel Tesfaye – to its ownership group. In addition to investing in OAM, The Weeknd will serve as the first global ambassador of Toronto Defiant and fellow OAM-owned team Splyce.
In May this year, the group launched its OAM Live events production business, and also acquired its first Spanish esports property, the Madrid-based MAD Lions Esports club.
OAM now owns 15 esports teams in seven countries, and is the only organisation to own franchises in the League of Legends, Overwatch League and the soon to be launched Call of Duty League.