The Toronto Defiant is getting some star power.
OverActive Media, the parent company of Toronto’s professional esports team, announced that Abel Tesfaye, better known as The Weeknd, has joined its ownership group. Not only is the three-time Grammy Award winner investing in the Overwatch League team, Tesfaye will become the Defiant’s global ambassador.
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The move may remind you of how the Toronto Raptors aligned with Drake, which has proven to be a real success story for the team’s brand.
“We are thrilled to be welcoming a global superstar like Abel to our investor family,” said Chris Overholt, CEO and President of OverActive Media. “Abel’s standing in the music industry will provide our Toronto Defiant and Splyce brands the opportunity to reach more fans and engage new audiences.”
“As a big esports fan, I am really excited to be involved in this project,” added Tesfaye. “I am looking forward to collaborating with OverActive Media in unique and innovative ways.”