Florida-based esports organisation Misfits Gaming Group (MGG) has renewed and extended its ongoing relationship with personal finance company SoFi.
SoFi will become the presenting sponsor for the Florida Mutineers, MGG’s Call of Duty League franchise, and the organisation’s Overwatch League team Florida Mayhem.
The partnership will also see SoFi’s branding appear as an in-game jersey patch during Call of Duty League broadcasts. This is the first time that a patch of this kind has been activated by Activation-Blizzard.
Misfits GG and SoFi will also collaborate on original content surrounding personal finance and financial literacy. The content will be shared across team channels, MGG influencers, and on TikTok.
SoFi was the first fintech company to invest in esports in 2019. It formed a relationship with Misfits last year, becoming a jersey sponsor for both CDL and OWL teams, as well as creating digital content around the idea of ‘ambition.’
According to the company, SoFi has witnessed a 56 per cent increase in brand trust since partnering with MGG.
SoFi’s Chief Marketing Officer Lauren Stafford Webb commented: “SoFi wants to build an authentic relationship with gamers to guide them on a path to financial independence.”
MGG’s Chief Revenue Officer Lagen Nash added: “We have built trust with SoFi to create innovative content to connect with our fans and to become one of the most fun, authentic and engaged brands on social.”
The partnership also marks SoFi’s debut on TikTok. In February, Misfits released an animated short featuring Cesar ‘Skyz’ Bueno. The Misfits Call of Duty player explains how ‘investing in his game’ lifted him to success.
Esports Insider says: Financial literacy is incredibly important, especially now as so many young people enter the job market or earn money through esports. SoFi is reaching a new audience that could honestly benefit from the partnership beyond logo placement.