Team Vitality has disclosed the results of its strategic marketing activation with ice cream brand Magnum and delivery app Uber Eats, revealing a 780% return on ad spend (ROAS). Rolled out during the high-awareness environments of the Counter-Strike 2 (CS2) and Rocket League Championship Series (RLCS) Majors, the campaign was designed to convert fan engagement into direct consumer action.
The data suggests a breakthrough in how endemic and non-endemic brands quantify the value of esports partnerships beyond “eyeballs” and brand awareness.
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The activation achieved 2 million organic impressions across social platforms, but the most significant metrics were found in the delivery sector: The campaign recorded a 4.56% click-through rate (CTR) on Uber Eats. According to Team Vitality, the operation demonstrates an “ability to transform esports engagement into tangible commercial performance,” illustrating the direct impact of cross-functional synergies between competitive teams and their commercial partners.
Beya Khamassi, Media and Digital Lead for France at The Magnum Ice Cream Company, highlighted the strategic value of the collaboration: “Our partnership with Team Vitality is a strategic accelerator for generating qualified reach and significant media value, perfectly complementing our multi-media plans.”
“The measures implemented on Delivery fully illustrate the performance of this collaboration, with ROAS averaging above our benchmarks. This partnership demonstrates that strategic and creative integration can simultaneously enhance brand desirability and generate measurable business impact,” stated Khamassi.
For the broader esports industry, these results address a long-standing skepticism from regarding the sector’s ROI. For years, the primary critique of esports sponsorship was its reliance on “soft” metrics like impressions and reach, with a question mark on whether gaming audiences could actually be driven to a point of purchase.
The Vitality x Magnum case study provides a roadmap for “performance-based” esports marketing. By timing the activation around “Major” events—where fan emotion and attention are at their peak while relying on titles which the organisation fields top performing teams—and utilising delivery platforms like Uber Eats to provide a low-friction purchase path, the partnership successfully closed the gap between digital content and physical sales.
The success of the Magnum campaign suggests that when esports organisations operate as media and performance agencies rather than just competitive teams, they can deliver the “tangible results” that traditional advertisers have long demanded.
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