Team Vitality data: Nescafé Latte gains market share in France

Team Vitality published one-year return-on-investment data for its 2025 partnership with Nescafé Latte showing the product was the only non-private-label brand in its segment to gain market share in France during the partnership period. The report says Nescafé Latte doubled its pool of additional buyers and achieved a 44% lift in brand awareness among esports fans who recalled the collaboration.

The figures cover activity across Team Vitality’s competitive rosters and marketing channels, including activations in Rocket League, League of Legends and EA FC. A survey of 1,400 esports fans aged 17–44 provided the awareness measure.

Retail impact included new listings for Nescafé Latte at seven of nine major retailers in the brand’s primary market, according to the report.

Team Vitality described its measurement approach as a mix of third-party analytics and in-house research. The organisation used Blinkfire Analytics and GWI, alongside an internal business unit and the in-house agency RushBee, to run proprietary surveys and brand-lift studies.

Key brand metrics were compared before a partnership announcement and six months after activation to track changes in awareness, interest and purchase intent, the report says. Brand recall studies compared audiences that recognised the association between the sponsor and the team with those that did not to attribute estimated uplifts to the partnership.

On sales impact, the report cited tracking methods such as participation rates and conversion metrics and comparative analyses over time. The document did not publish detailed sales figures, exact media spend or the full activation budget.

Vas Roberts, Team Vitality’s co‑CEO, described the organisation’s emphasis on measurement: “We place a strong emphasis on measuring and demonstrating the ROI of our partnerships through a combination of external tools and internal expertise.” He added that clear KPIs are defined with partners and that internal surveys help attribute outcomes to activations.

The report covers one sponsor campaign in France and reflects Team Vitality’s stated effort to standardise commercial metrics within esports.