On Thursday, September 24, TF1 Business Solutions announced a licensing representation agreement between TF1 Licensing and Team Vitality. The first move has already been made: an activation with BYD in which a car officially becomes the club's newest "player."
Team Vitality joins the licensing portfolio of TF1 Licensing, one of the leading names in the sector in France. The TF1 group has proven expertise in building brands with the general public, while Vitality brings its credibility in gaming and one of the largest communities in global esports.
Esports licensing, a market still taking shape
Beyond this first operation, TF1 Licensing has a broader ambition: to build a genuine esports offering, at a time when the sector still has little presence in the licensing world. Advertisers will be able to use the Vitality license for several types of projects: merchandise, event experiences, brand content, and direct access to a young audience.
Tatiana Rivière-Cherqui, Director of TF1 Licensing, said:
I am delighted with this partnership with Team Vitality, a leading player in esports, whose ambition is to bring the brand to life for the general public through targeted merchandise, powerful experiential activations and high-impact operations for advertisers.
She is counting on the club's reputation and its ability to reach a mainstream audience.
