Esports Marketing Playbook 2025: Revenue Models of Top 5 Global Organizations

The esports industry is charging toward a projected global revenue of $2.53 billion in 2025, according to Mordor Intelligence, fueled by a blend of innovation and fandom. As esports grows more prominent in mainstream entertainment, top organizations are rewriting the marketing playbook with bold revenue models and strategic brilliance.  

In this blog, we’ll unpack the financial engines powering five global esports giants—Team Liquid, G2 Esports, Fnatic, T1, and Cloud9—each thriving through unique approaches. From cutting-edge branding and lucrative sponsorships to tournament marketing and the seamless integration of traditional sports tactics, these trailblazers offer a glimpse into the future of esports profitability.

Grounded in real data, this exploration reveals how they’re turning passion into a billion-dollar playbook. 

Revenue Models of Top 5 Esports Organizations

 

1. Team Liquid: Diversified Revenue Through Premium Partnerships and Content Creation 

• Revenue Model: Team Liquid, a Netherlands-based powerhouse, blends traditional sponsorships with premium brand partnerships and a robust content creation ecosystem. In 2024, Co-CEO Steve Arhancet told Esports Insider that the organization achieved EBITDA positivity, a milestone driven by high-value sponsorships with brands like Honda, Coinbase, and Alienware, alongside merchandise sales and digital content monetization. 

• Unique Aspect: Unlike many peers, Team Liquid has expanded into over 15 competitive titles by 2025, reducing dependency on a single game’s ecosystem. Their Team Liquid Studios produces original content, including player vlogs and documentaries, monetized via YouTube and Twitch subscriptions. 

• Branding: Their sleek, professional branding—highlighted by their horse logo—mirrors traditional sports aesthetics, appealing to premium sponsors like SAP. Their 2024 documentary about their victory at The International deepened fan connection. 

2. G2 Esports: Fan-Centric Monetization and Entertainment Synergy

• Revenue Model: G2 Esports, headquartered in Berlin, leans heavily on fan engagement through exclusive digital memberships, merchandise collaborations, and entertainment-driven partnerships. CEO Alban Dechelotte has also predicted a shift toward revenue-sharing models with publishers like Riot Games, alongside their iconic apparel drops with brands like Adidas. 

• Unique Aspect: G2’s “content-first” approach integrates esports with entertainment, featuring music collaborations such as their rap track with players, and meme-driven social media campaigns that resonate with Gen Z, driving direct-to-fan sales. This has resulted in over $10 million in sales, fueled by their irreverent branding and fan loyalty. 

• Branding: G2’s humorous, player-driven identity (e.g., CEO Carlos Rodríguez’s Twitter antics) fosters a cult-like following. This authenticity drives higher sponsor recall when paired with prominent placement. 

3. Fnatic: Luxury Brand Collaborations and Gear 

• Revenue Model: London-based Fnatic diversifies income through luxury brand partnerships, such as their 2021 Gucci collaboration, and revenue from content. Their Fnatic Gear hardware line, including keyboards and mice, also contributes significantly to their bottom line.  

• Unique Aspect: Fnatic’s mix of hardware and premium brand sponsorships puts them in a unique spot compared to its competitors. Their Gucci partnership as a pioneering move, with their merchandise market to hit $20 million by 2025.  

• Branding: Their luxury collaborations position them as a lifestyle brand, not just a team. Their branding is also very inclusive, as shown by their ADA-compliant website and inclusive collections (e.g., Live Proud for the LGBT community). 

4. T1: Regional Dominance and Media Rights Leverage 

• Revenue Model: South Korea’s T1, synonymous with League of Legends dominance, relies on a mix of regional sponsorships (e.g., SK Telecom, Nike), media rights deals, and massive merchandise sales in Asia. Their 2023 League of Legends World Championship win amplified their broadcasting revenue. 

• Unique Aspect: T1 capitalizes on South Korea’s esports infrastructure, securing lucrative media rights contracts with platforms like AfreecaTV and Twitch, a model less prevalent in Western organizations. 

• Branding: T1 leverages national pride and star power (e.g., Faker) to create a legacy brand in Asia. Their red-and-black aesthetic is instantly recognizable, akin to Manchester United in soccer. 

5. Cloud9: In-Game Economy and Venture Investments 

• Revenue Model: U.S.-based Cloud9 combines traditional sponsorships (e.g., Puma, Microsoft) with in-game monetization through branded skins and virtual goods in titles like Valorant and Counter-Strike. They also have a membership program called Club9.. 

• Unique Aspect: Club9 offer top C9 fans a chance to influence key decisions, a forward-thinking approach rare among esports teams. Their in-game revenue strategy was a key part of Cloud9’s $310 million valuation. 

• Branding: Their clean, minimalist branding and focus on North American dominance resonate with a broad audience. Their consistent social media presence as a key engagement driver. 

Marketing Techniques and the Integration of Traditional Sports in Esports 

Esports organizations are mastering a dual playbook, blending innovative marketing techniques with time-tested strategies borrowed from traditional sports to captivate audiences and maximize revenue.  

Tournaments like Red Bull’s Kumite for Street Fighter or the League of Legends exhibition in December 2024 keep the excitement alive off-season. These events make use of mini-tournaments and giveaways to deepen fan engagement. On streaming platforms, Twitch’s minimal ad interruptions of just two per hour, create space for seamless sponsor integrations, as seen with Ninja’s $40 million streaming haul. YouTube’s on-demand flexibility,  caters to fans craving control, while G2’s podcasts, Team Liquid’s multistreaming and Fnatic’s Discord communities foster real-time connection. 

This digital-first approach increasingly mirrors traditional sports marketing. The franchise models of the LCS and Overwatch League, with their city-based teams, tap into local pride and attract hefty sponsor budgets, much like the NBA. T1’s legacy branding and Cloud9’s regional focus echo NFL-style fan loyal, while ESL’s ESPN broadcasts and T1’s AfreecaTV media rights deals reflect the lucrative exposure of traditional sports media.  

Merchandise, too, bridges the gap—Fnatic’s Gucci collaborations and G2’s Adidas drops rival NBA jersey sales, propelling the esports merchandise market toward $20 billion by 2025.

By weaving tournament buzz, streaming innovation, and sports-inspired strategies into a cohesive tapestry, these organizations are not just playing the game—they’re redefining it. 

Conclusion 

These teams showcase how diverse revenue models—spanning premium partnerships, fan monetization, luxury collabs, media rights, and in-game economies—drive success. Their branding strategies, rooted in authenticity and innovation, paired with evolving sponsorship models and marketing techniques, position them at the forefront of esports.  

By integrating traditional sports marketing, these organizations not only thrive financially but also cement esports as a mainstream phenomenon. If you’re looking to make an impact in esports, reach out to Zupotsu.

Zupotsu is a martech platform on a mission to ‘digitize’ sports marketing. It enables the discovery, engagement, and evaluation (the ‘DEE’ framework) for every sports and esports marketing asset. Please sign up at www.zupotsu.com. Follow us on LinkedIn and Instagram. Reach out at ‘marketing@zupotsu.com’ for any queries.