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Behind SoFi’s Sports Strategy

The Big Ten men’s college basketball championship final last weekend at Madison Square Garden had a new type of brand sponsor: SoFi. The San Francisco-based personal finance brand joins a small club of finance startups making a name for themselves through a connection to sports. Quicken Loans has long-established sports sponsorships, including naming rights to Quicken Loans Arena in Cleveland and links…

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Behind SoFi’s Sports Strategy

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The Big Ten men’s college basketball championship final last weekend at Madison Square Garden had a new type of brand sponsor: SoFi.

The San Francisco-based personal finance brand joins a small club of finance startups making a name for themselves through a connection to sports. Quicken Loans has long-established sports sponsorships, including naming rights to Quicken Loans Arena in Cleveland and links to

college sports teams

; and Credit Karma is playing in gaming, by becoming the “official personal finance partner” to eLeague, the gaming league formed by Turner Broadcasting and IMG tournament two years ago.

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