French esports organisation Team Vitality and betting platform Stake have marked one year since entering into a partnership, with the two organisations reporting more than $5 million in media value generated over the period.
If you’re not familiar with the term, media value is essentially a way of measuring how much exposure and buzz a brand gets, translated into a dollar figure, as if the organisation had paid for all that attention through traditional advertising.
In simple terms, if Stake’s logo and name appeared across highlight clips, viral videos, and fan posts enough times, that visibility adds up to a value even without buying a single ad slot. For the Team Vitality and Stake partnership, that number hit over $5 million in just twelve months.
Over the course of the year, Team Vitality wore four different jerseys featuring the Stake logo: a University Jersey introduced in 2025, an Alternate jersey also from 2025, a Pro Jersey introduced in 2026, and an FPS Jersey released in 2026.
Team Vitality also highlighted several pieces of content from the past year as examples of the partnership’s reach. On Instagram, a clip showing a play from ZywOo alongside a reaction from teammate apEX was widely shared within the Counter-Strike community.
The organisation also pointed to a launch video released at the start of the partnership, which featured the CS2 roster and founders from both organisations, along with UFC fighter Max Holloway, Formula 1 driver Nico Hülkenberg, and Brazilian football player Nenê.
Finally, they cited a TikTok video showing Ropz‘s gaming setup, which reached more than 14 million views, and a YouTube Shorts collaboration with Brazilian MMA fighter and Stake ambassador Caio Borralho, which the organisation said extended the partnership’s reach into combat sports audiences.
Vas Roberts, Co-CEO at Team Vitality, said, “Our first year of partnership with Stake has shown what’s possible when two brands share the same ambition to push performance and redefine fan engagement. Together, we’ve celebrated major competitive victories, created content that resonated with millions of people around the world, and built authentic moments that have extended far beyond the esports community, As we look to the future, we’re excited to continue raising the bar and create even more unforgettable experiences for our global fanbase.”
Akhil Sarin, CMO at Stake, said, “One year into our partnership with Team Vitality, the numbers speak for themselves but what excites us most is what they represent, a shared ambition to push esports forward. From six trophies in S-tier competitions to over 135 million video views only from socials, this year has shown what happens when a brand and a team truly grow together. One year with Team Vitality has redefined what a sponsorship can achieve and we’re just getting started.”
It’s been a busy stretch for Team Vitality outside of the Stake partnership too. About a month ago, the organisation confirmed it had renewed its long-standing partnership with Stade de France, keeping its residency at the iconic national stadium going into 2026. Around that same time, Vitality also made moves on the competitive side, signing Japanese fighting game player Shoji “Fenritti” Sho as part of its continued push into the Asian esports scene.
Follow The Esports Radar on social media:
