Spanish esports team Mad Lions has appointed former Valencia CF executive Pedro Belaunzarán as sponsorship director.
He joins the organisation after two years as Valencia’ international business development director. Mad Lions is looking to increase its commercial income and presence across esports in Europe.
Belaunzarán enjoyed a successful period at Valencia, being one of the key figures involved in boosting the club’s brand and commercial revenues in recent years.
Prior to this, he worked as partnerships director at football application PlayerPro, where he led the brand’s landing and expansion in Mexico.
During this period, he made his first move into Spanish football when he was one of 50 young talents signed up to LaLiga’s Global Network project, designed to promote the league internationally.
Before this, he spent a five-year spell at Brazilian e-commerce sporting good company Netshoes.
The news represents a key appointment for Mad Lions, who came under new ownership in May 2019 when they were acquired by esports organisation Overactive Media.
This is not the first example of an esports team looking to LaLiga-based talent to boost its sponsorship portfolio. In January 2019, Team Heretics added former Atlético Madrid sponsorship sales manager Pablo Canosa Pascual as its director of partnerships.