Esports organisation Team Vitality has launched a marketing agency named RushBee to help brands navigate the world of esports, gaming, and streaming.
Hot off the back of their huge Counter-Strike tournament victory at IEM Melbourne, including a five-map grand final thriller against Team Falcons, RushBee aims to leverage Vitality’s extensive expertise in the space to help some of the biggest non-endemic brands activate organically in the space.
“Through RushBee, we want to channel the expertise we’ve developed in esports to service more traditional brands,” explains Team Vitality’s Head of Content & Activations François-Xavier Roux, who is leading the project. “The high expectations of gaming and esports communities have pushed us to move faster, think sharper, and execute with greater precision than traditional agencies, especially when it comes to creativity and data. RushBee is uniquely equipped to tell powerful stories and help brands create bold, engaging campaigns that resonate.”
Leveraging a network of partners including ALDI, NESCAFÉ LATTE, UNILEVER, hummel, and EVNIA by Philips, RushBee draws on Team Vitality’s strong network and history of brand collaboration. They have a global footprint including 12 esports teams across Europe, Asia, and the Americas, over 13 million social media followers, and offices in Paris and Berlin.
Amélie Canet, Director of Strategy and Brand Development at Team Vitality, said: “The creation of RushBee aligns perfectly with our 2025–2027 roadmap and marks a strategic turning point for Team Vitality. It reflects our ambition to build a sustainable business model that supports our global development beyond pure competitive performance. RushBee embodies our commitment to innovation, diversification, and delivering tangible value, both for our long-standing partners and new brands seeking to connect with the digital generation. It also reinforces our positioning as a premium international brand.”
