TORONTO – Bell has acquired a minority interest and signed on as a founding marketing partner with global esports entertainment organization OverActive Media (OAM). Financial terms of the transaction were not disclosed.
The multi-year agreement designates Bell as OAM's exclusive telecommunications partner and includes team sponsorship, content integration, event production, experiential activations and traditional and online advertising.
The deal includes all current Bell brands and subsidiaries, and provides Bell access to all current and future OAM Canadian-based franchises, including the Toronto Defiant and the new Toronto Call of Duty franchise.
"Bell is excited to invest in OAM to further our support of Canada's rapidly growing esports community," said Bell's vice chair and group president Wade Oosterman, in Thursday’s announcement. "With Canada's best mobile network and an all-fibre network offering the fastest home Internet speeds and lowest latency, Bell looks forward to continuing to provide the best gaming experience as we expand the reach of professional esports to new audiences."
OAM, which also counts Canadian singer and record producer The Weeknd in its ownership group, owns 15 esports teams in seven countries, and is the only organization to own franchises in the League of Legends, Overwatch League and the soon to be launched Call of Duty League.
"We are building an industry-leading esports organization and redefining the sport and entertainment ecosystem,” added OAM president and CEO Chris Overholt. “In those efforts, we have been mindful and purposeful in aligning ourselves with premium brands and today we are doing just that. I'd like to welcome Bell to the OAM family as our first Founding Partner. We look forward to collaborating and working together in the years to come."
