ROOTS are excited to announce our new partnership with Finnish eSports squad, SET Esports, in a move that sees us become the official commercial and sponsorship agents for the team. Building on a successful debut season for the SET Esports team, which included victory in the 2019 iRacing Rallycross World Championship, the partnership will see ROOTS design and implement commercial strategy around the team and their drivers to optimise their activity in a rapidly expanding online racing environment.
SET Esports is the digital motorsport arm of 9 time European Rallycross Champions SET Promotion, a motorsport organisation that provides a career ladder for young racing talent throughout all Rallycross categories, from eSports and RX Academy through to FIA World Championship competition. Founded by brothers Jussi and Kalle Pinomaki, the SET Esports team consists of young drivers who themselves bring individual racing pedigree, and includes the reigning DiRT World Champion. The dedicated link between SET Esports virtual and real-world competition provides a unique environment for talented young drivers to optimise their skills and build their motorsport portfolio across both motorsport landscapes.Â
As the popularity of eSports accelerates, propelled by the increasing number of traditional sports moving online to retain their audience, so do the commercial and media opportunities on offer. ROOTS have long been interested in the world of eSports, and drawing upon the expertise of our motorsport department this partnership with SET Esports represents an exciting move for us and provides a unique platform from which we will extend our partnerships, activating both online and on track.
