TF1 Business Solutions signs Team Vitality licensing deal, debuts BYD activation

TF1 Licensing takes rights across licensing, branded content and experiences; first campaign runs at the 2026 Esports World Cup.

TF1 Business Solutions has partnered with French esports organisation Team Vitality, adding the team to TF1 Licensing’s portfolio and securing rights to develop and activate the Team Vitality brand across licensing, branded content and experiences. The companies announced the deal in Paris on 24th September, 2026.

The partnership’s first activation was developed by TF1 Factory for car manufacturer BYD and tied to the unveiling of the BYD Dolphin G at the 2026 Esports World Cup. TF1 said the campaign positions the Dolphin G as a new Team Vitality roster member — the “New (G)amer” — using a trailer that translates vehicle specifications into gaming terminology and a series of social-first videos featuring Team Vitality’s Rocket League players filmed with onboard cameras.

TF1 Business Solutions and Team Vitality framed the agreement as a route for advertisers to access Vitality’s audience. The esports organisation cited more than 23 million followers, an annual reach of 115 million people in 2025, and a global audience it said is 84% aged 18–34.

“With its strong offering of premium content and events, TF1 Licensing is committed to continuous innovation to support our clients and partners by developing relevant and engaging activations together,” explains Tatiana Rivière-Cherqui, Director of TF1 Licensing

Amélie Canet, Chief Marketing Officer of Team Vitality, says, “We are proud to partner with TF1 Business Solutions in a strategic collaboration that fully illustrates the evolution of the esports ecosystem. As a pioneer and leader in the sector, Team Vitality has always been committed to helping the industry grow and reach new audiences.”