In a move that underlines esports’ growing appeal to global consumer brands, Team Vitality has officially partnered with NESCAFÉ LATTE to launch the dynamic “Ready to Level Up” campaign. The partnership sees NESCAFÉ LATTE become Team Vitality’s official latte coffee supplier for 2025, marking the beverage brand’s first major foray into the competitive gaming landscape.

Unveiled on April 3rd, the announcement is more than just a branding play—it signals the convergence of lifestyle, performance, and digital fandom. And for NESCAFÉ LATTE, the campaign also dovetails into its broader national narrative under the “Now You’re Fresh to Level Up” banner.

With Team Vitality gearing up for an intensive tournament calendar—including marquee events like the Rocket League World Championships taking place in Lyon—the timing of the collaboration is strategic. NESCAFÉ LATTE steps into the esports space not just as a sponsor, but as a lifestyle companion to players operating under immense mental and physical demand.

Throughout the year, fans can expect to see the partnership come to life through a fully digital activation—merging performance with sensory engagement. Whether it’s in training, mid-competition recharge, or post-victory celebrations, the presence of NESCAFÉ LATTE will be closely interwoven with the Team Vitality experience.

“Ready to Level Up”: Designed for the Digital Generation

The core of this partnership is the “Ready to Level Up” campaign—developed in collaboration with creative agency The Brand Nation—that positions NESCAFÉ LATTE not just as a beverage, but as a performance booster made for the fast-paced rhythms of esports.

“Leveling up” is more than just gamer lingo. In esports, it represents evolution—of mindset, reflexes, and mastery. It’s a metaphor that mirrors the daily grind of professional players, making the campaign a natural fit. Through curated content and storytelling, Team Vitality aims to spotlight how players organically integrate NESCAFÉ LATTE into their routines.

From gearing up for a crucial Rocket League scrim to decompressing after a close VALORANT series, the campaign will highlight intimate behind-the-scenes moments that power performance. The result is not just product placement—it’s a narrative of resilience, motivation, and reward, designed to resonate with the lifestyle of gamers worldwide.

What makes this partnership stand out is how organically it’s being introduced. Rather than an overt marketing push, NESCAFÉ LATTE is stepping into the scene through experiences that feel native to both players and fans. Exclusive social media content, activation campaigns, and digital-first storytelling will serve as the campaign’s pillars, bridging the gap between a global brand and the grassroots gaming community.

For Team Vitality, this collaboration is yet another feather in the cap in its efforts to bring top-tier non-endemic brands into esports in a way that feels authentic. With a global esports audience topping 540 million in 2024, lifestyle and beverage brands are increasingly recognizing the untapped potential of these passionate communities.

From Paris to the World: Expanding the Hive

The announcement also marks NESCAFÉ LATTE as the twelfth official partner to join The Hive, Team Vitality’s expanding ecosystem of collaborators. With an eye on international expansion and increased community outreach, the organization continues to champion esports not just as competition, but as culture.

“Welcoming NESCAFÉ LATTE to Team Vitality is a fantastic development for both the club and our broader ecosystem,” said Nicolas Maurer, CEO of Team Vitality. “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.”

The sentiment reflects the club’s continued ambition to serve as a launchpad for brands looking to connect with Gen Z and Millennial consumers through avenues that are digital-first and community-driven.

Coffee and gaming are already well-linked in casual circles. But this partnership takes that connection to a new level—professionalizing it, packaging it, and making it a brand identity. NESCAFÉ LATTE’s entry into esports is not only timely, but also symbolic of a broader trend: that the esports lifestyle is about more than just screens and skill. It’s also about self-care, performance enhancement, and the daily rituals that help gamers, like any other athlete, perform at their peak.

A Taste of What’s to Come

As the competitive season progresses, fans can expect additional waves of content and activations around “Ready to Level Up.” From exclusive giveaways and behind-the-scenes content to performance-oriented product tie-ins, the partnership is designed to be interactive, immersive, and long-term.

And for Team Vitality, it’s yet another example of how esports organizations are no longer just teams, they’re full-fledged cultural entities, helping shape how the world engages with gaming, content, and now, coffee.