SoFi invests in Misfits Gaming Group marketing partnership

Misfits Gaming Group has added digital personal finance company SoFi as a sponsor across all of its US-based team brands.

The exclusive marketing rights partnership applies to Misfits Gaming US, the Overwatch League’s Florida Mayhem, and the Call of Duty League’s Florida Mutineers.

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As part of the deal, all three Misfits brands will wear a SoFi logo patch on their respective team jerseys. Additionally, SoFi will be the presenting sponsor for the Mayhem’s homestand weekend events in Orlando and Miami, as well as the Mutineers’ home series competition in Orlando. The companies will also collaborate on content “tailored around personal finance and achieving ambition,” according to a release.

Ben Spoont, CEO and Co-founder of Misfits Gaming Group, commented in a release: “Esports is driven by ambition, from fans to players and aspiring athletes or professional competitors. Misfits Gaming Group is founded upon ambition, diversity and integrity, and we are excited to partner with SoFi, a brand that not only shares our core values, but also is a pioneer in digital personal finance, redefining the industry with their support and tools for success.

“SoFi is a true industry innovator and their forward-thinking approach to personal finance is a natural fit for the tech driven esports industry. Through our partnership with SoFi, it’s our goal to provide a platform for players and fans to learn more about personal finance, and enable them to achieve their goals.”

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This is SoFi’s first esports partnership, although the company has been active in the traditional sports space: last year, SoFi reportedly agreed to pay $400 million (£343 million) for a 20-year naming rights deal for the new Los Angeles Chargers/Rams NFL. The company offers personal, home, and student loans along with other financial services.

Lauren Stafford Webb, CMO of SoFi, added: “We are thrilled to be partnering with Misfits Gaming Group on this initiative. With a shared passion for drive and forward-thinking, this sponsorship is a natural fit for the SoFi brand.”

Esports Insider says: SoFi is a major player in the fintech space, and between student and personal loans, its main audience is a potentially young one. Reaching esports fans via this partnership could be very beneficial for SoFi, especially with branded educational content in tow.

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