Team Vitality has secured a new multi-year partnership with online betting platform Stake, naming the company its official international betting partner for its Counter-Strike 2 roster. The deal was unveiled at IEM Cologne 2025, where the team debuted its new jerseys featuring the Stake logo on the front and collarbone.
Alongside jersey branding, the collaboration includes digital campaigns, co-branded content, and fan engagement activations at events and online. Stake will also help deliver exclusive access to players throughout the year, deepening fan connection with the squad.
“This partnership with Stake is historic—not only for its scale but also for what it represents,” said Team Vitality Co-CEO Vas Roberts. “It reflects how far we’ve come in establishing Vitality as a truly global esports brand.”
Momentum on the Stage
Vitality enters IEM Cologne as the defending champions and one of the most in-form rosters on the CS2 circuit. After winning the BLAST.tv Austin Major and capturing the $1 million ESL Grand Slam earlier this year, the team arrives with serious momentum.
The tournament, which runs from July 23 to August 3, features 24 of the world’s top teams. With over a million viewers tuning in last year, IEM Cologne remains one of the most-watched events in Counter-Strike.
The tournament also comes at a time when the CS2 scene is settling into its rhythm. Players like Shox have spoken about the game’s evolution in 2025, with many still adjusting after the transition from CS:GO. For Vitality, that adaptation has clearly paid off.
Stake Doubles Down on Esports
For Stake, the partnership adds esports to a growing sponsorship portfolio that already spans Formula 1, MMA, and football. The company recently launched Stake Engine, a platform for iGaming developers that processes over 10 billion wagers monthly, according to internal figures.
“This collaboration adds esports to our globally renowned portfolio of partnerships,” said Akhil Sarin, Stake’s Chief Marketing Officer. “Team Vitality is exactly the kind of world-class organisation we look to work with.”
The move into CS2 also comes as Stake refocuses its global strategy. After exiting the UK market, the company has been strengthening its foothold in regions like Italy and Brazil through new leadership hires.
Last year, Stake signed on as the exclusive betting partner of the Champion of Champions tour—another key step into competitive gaming.
Betting and Esports Continue to Intertwine
Vitality’s deal with Stake reflects a broader trend as more esports organisations align with betting brands targeting younger, digitally native audiences. Operators are finding value in live events and content-driven campaigns that blend entertainment with engagement.
For Vitality, the agreement adds another major name to its 2025 partner lineup, which already includes brands like NESCAFÉ LATTE and ASUS ROG. It’s another sign of the team’s rising global status—both in competition and in the commercial arena.
