Team Vitality has announced a new strategic partnership with French retail giant E.Leclerc, marking the retailer’s first entry into esports sponsorship

The Paris-based esports organization said Tuesday that E.Leclerc will join as its Main Partner under a multi-title agreement. As part of the deal, the retailer’s logo will appear prominently on Team Vitality’s competitive jerseys across several rosters, including League of Legends, VALORANT, Rocket League and Chess.

The collaboration represents a notable crossover between traditional retail and competitive gaming, an area that has seen increasing commercial interest in recent years. While consumer brands have steadily expanded into esports partnerships, large-scale retailers have historically taken a more cautious approach.

Team Vitality described the agreement as a long-term strategic initiative rather than a conventional sponsorship. The organization said both parties intend to focus on projects centered on accessibility, wellness and nutrition, areas increasingly emphasized within professional gaming ecosystems.

Branding, competition and retail integration

Under the partnership, E.Leclerc’s branding will feature across Team Vitality’s international and domestic competition platforms. These include the League of Legends EMEA Championship, the Valorant Champions Tour EMEA, and France’s Ligue Française de League of Legends, alongside the organization’s Rising Bees program and other competitive divisions.

Beyond jersey placement, the companies outlined plans to integrate esports-focused experiences into E.Leclerc retail spaces. These initiatives may include in-store tournaments, fan activations and interactive events designed to connect local communities with competitive gaming culture.

Industry analysts have noted that partnerships of this nature often signal broader shifts in how mainstream companies engage younger digital audiences. Retailers, in particular, have explored experiential marketing strategies as consumer habits continue evolving toward online and hybrid entertainment.

Team Vitality, founded in 2013, has established itself as one of Europe’s more prominent esports organizations, fielding teams across multiple competitive titles. E.Leclerc, one of France’s largest retail networks, operates thousands of stores nationwide.