Monetizing IP by Merchandising / Licensing

Team Liquid
Student Price: 
Area of Study: 
North America
eSports, monetization, Brand Strategy, ethics, Licensing
Distributed by the Global Jesuit Case Series

Team Liquid’s (TL) CEO Steve Arhancet needs to unlock brand value from intangible property such as player likenesses and the team logo. Currently, the company has taken initial steps such as placing the TL logo on hats and other apparel to gross $150k monthly. However, TL’s treasure trove of rights to the likeness of each of its ~70 players remains an under-utilized asset which could be deployed to significant effect.

To unlock revenue generation, what opportunities should TL pursue through merchandising or licensing partnerships?

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