French esports organisation Team Vitality has highlighted a year of partnership growth and contract renewals, as it continued to expand its commercial portfolio heading into 2026.

According to a release, Team Vitality was working with 12 strategic brand partners as of 2026, spanning sectors such as technology, retail and banking. The organisation said a number of these deals had been renewed over the past three years, which it described as a sign of growing mainstream interest in esports partnerships.

The announcement formed part of Team Vitality’s wider 2025-2027 strategy, with the company claiming it had continued to turn engagement from Gen Z and Gen Alpha audiences into commercial opportunities for partners across digital and retail channels.

Founded in France, Team Vitality is one of Europe’s most established esports organisations, competing across titles such as Counter-Strike 2, Rocket League and VALORANT.

Team Vitality points to Nescafé campaign results

According to the release, one of the examples highlighted by Team Vitality was its work with Nescafé, which included the creation of a custom Rocket League map tied to the game’s World Championship. The campaign was also nominated for ‘Best Marketing Campaign’ at the Esports Awards, according to the organisation.

Team Vitality claimed that, after one year, the activation increased brand awareness by 44% among esports fans who recalled the campaign. The organisation also said the partnership helped increase Nescafé’s listings in seven of nine major supermarkets and hypermarkets, while attracting 85% more buyers over a 12-month period.

As with many campaign performance figures shared in company releases, the methodology behind those numbers was not disclosed in the announcement.

Alongside its brand activations, Team Vitality also continued to focus on in-person fan engagement. The organisation said it worked with Skin.Club at its V.Hive headquarters to host an event around the preview launch of its 2026 jersey.

According to the release, the event welcomed more than 200 fans and showcased a new jersey created in collaboration with French streetwear brand Fulllife.

Team Vitality’s commercial momentum continues

The update added to a growing list of commercial announcements involving Team Vitality over the past few years, as esports organisations continued to look for longer-term value through retail campaigns, live events and lifestyle collaborations.

For Team Vitality, that strategy appeared to centre on extending esports beyond competition alone, using its teams, creators and physical spaces to offer partners more ways to reach younger consumers. While the organisation framed 2025 as a ‘record-breaking’ year, it did not disclose revenue figures or specific financial terms tied to its partnership portfolio.