French esports club Team Vitality has officially announced a new strategic partnership deal with French retail company E.Leclerc, which will now become the team’s main partner.
Both companies say the goal of this partnership is to make esports culture part of everyday life in France. Therefore, under this partnership deal, E.Leclerc plans to integrate esports into its retail spaces through tournaments, events and interactive experiences designed to attract new audiences.
Team Vitality, on the other hand, confirmed that the E.Leclerc logo will appear at the center of jerseys across Team Vitality’s international teams including LEC, VCT, LFL, Rising Bees, Rocket League and the organization’s chess players.
In the official release, E.Leclerc explained that all these moves will help it connect with people aged 18 to 35. For Team Vitality, the deal brings support from one of the most well known brands in France and further recognition that esports is becoming mainstream entertainment.
Nicolas Maurer, CEO and co-founder of Team Vitality, said in a public statement, “Today, we are taking this symbolic step by partnering with E.Leclerc, the largest retailer in France and the French people’s favorite brand. This announcement is historic, both for Team Vitality and for esports in general, and I am proud to be responsible for it. It’s an opportunity to showcase a responsible and ambitious vision, centered on our talent and driven by values of kindness and sharing, for esports that is accessible to everyone, far beyond the passionate fan base.”
Beyond brand placements and activations, the two organisations will also work together on meaningful initiatives. They will focus on players’ physical and mental health, building on Team Vitality’s KARE program, which provides nutrition advice, psychological support, and performance coaching.
They will also promote accessibility and inclusion. As part of this, Team Vitality’s women’s League of Legends team, Rising Bees, will play a key role in initiatives designed to encourage inclusive esports and broader participation.
Just a few weeks before the E.Leclerc announcement, Team Vitality announced a two-year partnership with French streetwear brand Fulllife, which will become its official kit supplier. Additionally, Dan “apEX” Madesclaire, the in-game leader of Team Vitality’s Counter-Strike 2 roster, entered an individual partnership with gaming hardware brand ZOWIE to help improve professional gaming gear used in competition.
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