North American organisation Dignitas has expanded its deal with publicly-listed esports betting company VIE.gg.
As per the new terms of the agreement, VIE.gg has acquired the naming rights to Dignitas’ Counter-Strike: Global Offensive roster; the team will now be known as ‘Dignitas VIE.’
VIE.gg is sponsoring Dignitas’ jersey for CS:GO in addition to owning the naming rights, with its logo front and centre – just above a large “DIG” emblem – with red accents. In addition, the bookmaker will produce “strategic digital and physical activations” with Dignitas aimed at the New Jersey marketplace, a location it first targeted in June.
Michael Prindiville, CEO of Dignitas, spoke on the expansion in a release: “We are honored to partner with an innovative, multinational brand like VIE.gg. Our co-branded CS:GO team and the immense opportunity around esports betting content in our home state of New Jersey enable us to tell unique and engaging stories at the forefront of both esports betting and competition to millions of fans worldwide.”
Magnus Leppäniemi, Head of Esports at Esports Entertainment Group, also commented: “We are excited to further expand our partnership with Dignitas. As a committed long-term partner, we’re thrilled to have the opportunity to co-brand our VIE.gg platform alongside Dignitas’ legendary CS:GO team, an opportunity that can introduce our brand to millions of esports fans globally and help establish our status as a Tier 1 operator within esports betting.”
Esports Insider says: This is a big play for VIE.gg, expanding upon what was already a long-term deal with – presumably – an expensive naming rights deal. It’s interesting to see EEG double down on its New Jersey ambitions too, especially through activations with Dignitas’ Scandinavian CS:GO roster.