Renowned artist-performer The Weeknd, also known as Abel Tesfaye, has reportedly bought shares from OverActive Media, the company which owns eSports Org. The investment made by the artist has made him a part owner in the company.
OverActive Media and the Partnership
On April 10, 2019, The Weeknd has announced the recent expansion of his portfolio. Following this, he shared that he has teamed up with OverActive Media (OAM), a Toronto-based company. According to High Snobiety, the business is considered the parent company of the eSports Organization, Splyce, and Overwatch League’s Toronto Defiant.
Apart from owning the Overwatch League, the business also owns a hefty number of teams hailing from various gaming organizations. These include the Call of Duty World League, League of Legends European Championship, Rocket League, Smite, and Starcraft. Tech Crunch states that OAM is just one of the five eSports organizations around the world which have permanently secured their slots in League of Legends and Overwatch.
Under the singer’s partnership with the brand, he will also serve as the company’s first global ambassador. Complex notes that with the artist being a huge eSports fan, being involved in the project is something he is looking forward to doing.
The same sentiments are echoed by the brand, with the Chief Executive Officer and President of OverActive Media being “thrilled” to have Abel on board. With numerous achievements in the music industry and quite a wide reach, the company believes that having this partnership with the artist will give them the chance to cater to more audiences and engage with more fans.
Tech Crunch reports that The Weeknd is not the first musical artist to partner up with an eSports organization. Drake has also partnered with Matthew “Nadeshot” Haag’s 100 Thieves. Meanwhile, High Snobiety notes that just last fall, Michael Jordan also partnered up with aXiomatic Gaming.