Esports Entertainment expands Dignitas partnership

Esports Entertainment Group has expanded its partnership with Dignitas, the esports subsidiary of digital sports and media business New Meta Entertainment (NME).

Under the deal, the esports betting operator will take the naming rights to Dignitas’ Counter-Strike: Global Offensive (CS:GO) esports team, with branding for its VIE.gg exchange betting platform to appear on players’ jerseys.

This will builds on a multi-year deal signed in June 2019, under which the VIE.gg platform serves as an official partner of Dignitas.

Esports Entertainment and Dignitas will also jointly roll out strategic digital and physical activations, with a focus on the New Jersey marketplace. Dignitas last year become the first esports organisation to open a gaming facility in the state.

In addition to the US, Esports Entertainment said the deal will allow it to access the European market through its association with, Dignitas’ CS:GO team hailing from Scandinavia.

“Expanding our existing partnership and placing our brand in front of the millions of engaged Dignitas fans around the world further demonstrates our commitment to growing VIE.gg into the leading wagering platform in esports globally,” Esports Entertainment chief executive Grant Johnson said.

Dignitas and NME chief executive Michael Prindiville added: “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.”