Team Vitality evolved from a French esports organization into a global brand over recent years. Marketing Director Amélie Canet joined the club in 2020 after working nearly two decades at The Walt Disney Company. The organization focused on understanding its audience by gathering fan data, developing merchandising, digital products, and loyalty programs. Merchandise sales became one of the club’s key revenue sources, while sporting results remain the core foundation alongside building a lasting legacy.

The club implemented a portfolio approach, treating each game discipline as a separate franchise with its own budget and marketing strategy. Vitality maintains its French roots and core fan base known as Golden Hornets despite international expansion. The organization is actively developing its presence in China and North America using Counter-Strike and star player ZywOo.

“We do not want to be just an FPS team, we want to be a global club, so we must create a legacy in other games as well,” Canet said.