OverActive Media, the parent company of Splyce and Overwatch League franchise Toronto Defiant, has added Grammy-winning singer Abel “The Weeknd” Tesfaye to its ownership group.

Investing in the company, Tesfaye will become a global ambassador of both of its esports brands.

Tesfaye will be working with Toronto Defiant on “unique joint efforts” throughout the 2019 season of Overwatch League, though details are yet to be revealed at the time of writing.

Chris Overholt, CEO and President of OverActive Media discussed the move: “We are thrilled to be welcoming a global superstar like Abel to our investor family. 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.”

After wholly acquiring Splyce and rebranding from The Ledger Group in 2018, OverActive Media has made a number of interesting hires. Most recently, it announced the appointment of two former U.S. Military & special operations personnel to give its players a “mental and competitive edge.”

Abel “The Weeknd” Tesfaye added: “As a big esports fan, I am really excited to be involved in this project. I am looking forward to collaborating with OverActive Media in unique and innovative ways.”

Tesfaye’s frequent collaborator Drake has also made moves in the esports industry in recent months. The Canadian music artist co-led 100 Thieves’ Series A funding round and became a strategic advisor for the organisation in October last year. Just last month, he was part of a $3 million (£2.3 million) seed funding round for esports start-up Players’ Lounge.

Esports Insider says: It’s abundantly clear that 2018 wasn’t unique in terms of the number of global figures and brands that entered the industry. The Weeknd is a force in the music business so it’ll be interesting to see how his influence and following crosses over into esports. OverActive Media clearly isn’t slowing down when it comes to continuously developing itself and its brands.