Dignitas has expanded its relationship with Susquehanna International Group, LLP (SIG) into that of official global quantitative trading firm and trading technology sponsor.
SIG was one of several investors in Dignitas’ new parent company New Meta Entertainment Inc. (NME), which raised $30M (£23.7M) in a funding round this past September. The multi-year agreement names SIG as the presenting sponsor of a “variety” of digital and physical activations for both esports fans and SIG employees.
This new partnership grants the trading firm access to Dignitas’ fan bases in League of Legends, Counter-Strike: Global Offensive, Rocket League, VALORANT, and Clash Royale.
Susquehanna International Group, LLP is the presenting sponsor of a “variety” of digital and physical activations, including Dignitas’ new social media content series called “Predict the Draft presented by SIG.” The activation will invite League of Legends fans to predict the outcome of Dignitas’ champion draft prior to League of Legends Championship Series matches and win rewards for correct responses.
In return, Dignitas will create interactive gaming experiences that bring SIG employees together with esports players, hosting meet and greets, and opportunities to play against the pros.
Michael Prindiville, CEO of Dignitas, commented on the sponsorship in a release: “Gaming is such a core element of SIG’s work culture, with ongoing gaming-focused events that cultivate the company’s competitive spirit. Combining this passion with Dignitas’ community of casual viewers and esports armchair experts to engage [in] game theory, champion drafting, map selection, and strategy, is truly a ground-breaking sponsorship. We are proud to align with a sponsor who strongly values immersing themselves with the brightest minds in esports and gaming.”
This is a key time in NME’s growth. In less than a year, Dignitas had merged with Clutch Gaming, formed a new parent company, raised $30M (£23.7M), announced a 5G training facility with Verizon, and has become the first esports organisation to sign a quantitative trading firm and trading technology sponsor.
Jeff Yass, Founder of SIG, shared his enthusiasm for the arrangement: “We are thrilled to expand our presence in the esports community by sponsoring Dignitas, one of the most competitive franchises in professional esports. Gaming is at the core of our approach at SIG and this sponsorship complements the culture of competition and gaming at SIG. Esports is a rapidly evolving industry and through this sponsorship, we will provide Dignitas with the resources needed to support its next phase of growth.”
Esports Insider says: Thanks to its young audience, massive reach, and forward-thinking brand partners, the esports industry continues to prove its mettle as the ultimate destination for interactive marketing. It was only a matter of time for a trading technology firm to seek this valuable demographic. SIG can now claim the bragging rights as first in its category to take the plunge. As an investor, SIG was already involved, so expanding its relationship with Dignitas to a more hands-on partnership makes perfect sense.