Nescafe Latte partners with Team Vitality to support esports performance

Team Vitality has announced Nescafe Latte as its latest partner to join The Hive. Gearing up for a landmark year, competing in several international tournaments on home soil – including the Rocket League World Championships in Lyon – Team Vitality’s partnership with Nescafe Latte is a fitting addition as they aim to deliver new and engaging experiences for players and fans. Throughout the year, the partnership will introduce a fully digital activation, combining performance and sensory equipment, intending to elevate experiences.

Team Vitality and Nescafe Latte are teaming up for the “Ready To Level Up” campaign, developed in collaboration with The Brand Nation agency. The campaign shines a spotlight on how Nescafe Latte, crafted for younger generations, fits into the fast-paced world of esports. In competitive gaming, leveling up symbolises growth, skill enhancement and continuous improvement – values that resonate deeply with both players and fans seeking a boost in energy and motivation, according to the companies.

Through “Ready to Level Up,” Team Vitality reveals how its players naturally incorporate Nescafe Latte into their daily routines, especially during defining moments in their careers. Whether gearing up for major matches, recharging after intense competition, or celebrating victories, the drink aims to serve as a genuine performance booster, fueling both performance and enjoyment. The campaign will feature exclusive social content capturing these moments, giving fans a closer look at the energy that drives professional esports.

Together, Team Vitality and Nescafe Latte want to celebrate the passion, intensity and dedication behind every gaming session. This partnership reflects a shared ambition – to blend performance and pleasure, empowering the esports community to reach new heights.

With a global viewership of over 540 million in 2024, esports has cemented itself as a key industry for capturing the attention of younger generations. By partnering with Team Vitality, Nescafe Latte is tapping into France’s largest esports club to connect with this incredibly engaged audience and mark its official entry into the esports scene. This collaboration reflects the evolution of the esports industry, with consumer brands increasingly teaming up with esports organisations that share similar values.

By welcoming Nescafe Latte as its twelfth partner, Team Vitality intends to reinforce its ambitions for growth and accessibility, furthering its mission to make esports more inclusive for the global gaming community.

“Welcoming Nescafe Latte to Team Vitality is a fantastic development for both the club and our broader ecosystem. This partnership showcases our ability to support household names in exploring new opportunities, offering tailored solutions that engage a young, passionate audience. Together, we’ll unlock the full potential of esports as a dynamic platform for engagement and innovation for the world’s biggest brands.” said Nicolas Maurer, CEO of Team Vitality.