Team Vitality launches creative media agency RushBee

The French esports organization, Team Vitalityhas launched a new creative marketing agency, RushBee. The agency will offer creative solutions to merge behaviors and digital trends, focusing on immersive brand experiences for Generation Z and Alpha that go beyond the eSports sector.

The agency aims to leverage digital platforms such as Twitch, TikTok and YouTube to connect brands and deliver stories. From strategy to production and content creation, RushBee will handle the entire process under the leadership of François-Xavier Roux, who has extensive industry experience having worked at M6 Music, Paramount Media Networks and Endemol.

This new business unit for 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 Counter-Strike tally to four titles.

Over the past few years, Team Vitality has built a strong portfolio of 15 partners, including UNILEVER, hardware brand Philips EVNIA, supermarket chain ALDI, KIA, hummel and NESCAFÉ LATTE, among others.

The creation of RushBee aligns perfectly with our 2025-2027 roadmap and marks a strategic inflection point for 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 for new brands looking to connect with the digital generation. It also reinforces our positioning as a premium international brand.

Amélie Canet, Director of Strategy and Brand Development, Team Vitality