French esports organisation Team Vitality has launched a new creative marketing agency, RushBee.
According to a release, RushBee will offer creative solutions for merging digital behaviours and trends, focusing on immersive brand experiences for Gen Z and Alpha that go beyond the esports sector.
The agency is looking to leverage digital platforms like Twitch, TikTok and YouTube to connect brands and deliver stories. From strategy to production and the content creation, RushBee will be in charge of the entire process under the leadership of François-Xavier Roux, who has a long-standing experience in the field after working at M6 Music, Paramount Media Networks and Endemol.
This new business unit from the esports team is a clear sign that the team is looking to build a more sustainable business model that goes beyond competitive performance. The announcement comes shortly after Team Vitality lifted the ESL Grand Slam trophy at IEM Melbourne, increasing its tally in Counter-Strike to four titles.
Founded in 2013, Team Vitality is one of the biggest esports organisations in Europe. With 12 esports teams spread across Europe, Asia, and the Americas, the team has been confirmed as a partner team for the Esports World Cup Foundation Club Support Program. As such, the team is expected to receive extra financial capital upon reaching the goals set by the Esports World Cup Foundation.
“The creation of RushBee aligns perfectly with our 2025–2027 roadmap and marks a strategic turning point for Team Vitality, commented Amélie Canet, Director of Strategy and Brand Development at 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.”
Throughout the past few years, Team Vitality has built a strong portfolio of 15 partners, which include UNILEVER, hardware brand Philips EVNIA, supermarket chain ALDI, KIA, hummel, and NESCAFÉ LATTE, among others.
