If you think esports is all about flashy plays, prize pools, or roaring crowds during LAN events, think again. Behind every trophy is a carefully built business. From sponsored jerseys to YouTube contracts, esports today is powered by money—lots of it.

Have a quick look at the organisations that built the world’s top rosters. Each of them now operates like a major sports franchise—scouting talents that also have the power to secure deals, land sponsorships, and manage a growing empire. For many organisations, this means handling a mix of revenue streams to stay competitive, both in the game and in business.

Curious about what exactly keeps your favourite teams thriving? Here’s a play-by-play on how esports teams make money and why brands are in love with them.

Revenue breakdown: Where do the teams�?funds come from?

To understand how esports teams earn, you need to go past the prize pool. Face the hard truth: esports teams and organisations don’t rely on one big win to survive. Instead, they build income through a combination of factors that engage fans, brands, and even platforms. Here’s where their money comes from:

Tournament winnings

Winning tournaments brings prestige and money. Esports prize pools are even considered one of the biggest in any sport. Just take Dota 2’s The International, which hit over $40 million in 2021. You can’t miss VALORANT’s Champions Tour, which averages 6 to 7 figures.

These payouts may look huge, but they’re far from being the main income source. Most teams see these winnings as bonuses. The prize money is often split between players, coaches, analysts, and team staff. It’s also inconsistent, as you only get paid if you win or place well.

Esports organisations don’t build financial stability on wins alone. The top teams know they need more consistent ways to earn.

Merch and apparel sales

If you've ever seen a fan rock a 100 Thieves hoodie or a Liquid x Marvel exclusive drop, you’ve already witnessed one of esports�?strongest revenue drivers. Jerseys, hoodies, mousepads, and even fashion houses are part of the game now.

This trend marked the start of esports teams as lifestyle brands rather than just teams. Merch drops are often limited and tied to team lineups or seasonal events. This not only brings direct revenue but also fosters a team’s identity in the eyes of its fans.

In a way, selling these merch bridges the gap between digital fandom and physical culture. It also provides the teams with a reliable stream that’s far from competitive play.

Streaming and content creation

Many esports teams run dedicated content with people who help craft daily streams, BTS vlogs, and game guides. Players also maintain their personal channels, which is a smart move that turns their audience into income.

Platforms like Twitch and YouTube pay out through ads, subscriptions, and donations. Some players would also sign exclusive deals that lock them to one platform (e.g., YouTube) for a guaranteed income.

Take FaZe Clan as an example. It built its brand on content, gathering creators who brought millions of views on YouTube. Even Luminosity Gaming’s Tyler 'Ninja' Blevins once revealed he earned up to $500,000 a month from Twitch alone, thanks to over 160,000 paid subscribers.

Sponsorships and brand deals

Sponsorships are where the bulk of the money flows in. Studies show that 74% of a team’s revenue comes from brand deals. These include jersey sponsors, banner ads, co-branded content, and product placements.

Think Red Bull on player uniforms, BMW backing esports tournaments, or Logitech pushing custom gear with pro teams. The reason? Esports fans are loyal, young, and digital-first—a perfect target for global brands and their engagement.

Where does the money go? Here’s how teams fuel their growth

All the money earned by teams doesn’t sit around. Beyond salaries, teams reinvest most of their earnings into growth for the players and their brand. Here’s how the expenses play out behind the scenes:

• Player salaries and team costs

Tier 1 players can earn anywhere from $10,000 to $40,000 a month, heavily based on the game and region they’re playing. The org also covers housing, travel expenses, boot camps, gaming setups, and staff salaries. Coaches, analysts, and team managers are all crucial to the success of a team.

• Expansion and brand growth

Teams also use their revenue to expand. Some scout new talent through grassroots tournaments or academy teams, while others expand into new titles or regions. For example, Gen.G and Team Liquid run region-based divisions across Korea, the US, and Europe—each with its own rosters and staff.

But why do brands keep investing in esports?

In a world where ad fatigue is real, and attention spans shrink by the second, esports offers something rare: an audience that listens, watches, and responds. It’s no wonder brands are spending millions to be part of the action.

However, this goes beyond ads. Top sponsors like Red Bull and Nissan fund training hubs, sponsor league segments, and even collaborate on in-game content and limited drops. 

Esports also thrive in the community. Fans rally behind their teams, and when a brand shows support, the audience often pays it back. For brands, this loyalty is gold—one that keeps them exactly in the game.

Money plays with the games

Esports has outgrown its stereotypes. From a hobby, it’s now a thriving business network built on sharp tactics, digital culture, and global influence. Teams make money not just from winning but also from building brands. They use this income to scale even higher and play even better.

Meanwhile, brands don’t settle for a mere ad space. They’re buying a culture—one that’s active, passionate, and already ahead of the curve. In a sense, business in esports doesn’t just sit behind the screens. It’s part of the game.

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Riot Games marked VALORANT’s fifth year with a light-hearted but thrilling match between two of the game’s most respected names: Fnatic’s Jacob ‘mini�?Harris and Team Liquid’s Connor ‘Sliggy�?Blomfield. 

The special event took place on Monday, June 2, at 7 pm BST and featured a friendly clash between Team mini and Team Sliggy across five maps.

Team mini included community favourites Acrethedog and Thinking Man’s Valorant (TMV), along with broadcasters Sideshow and MitchMan. On the other side, Team Sliggy featured top minds like eMIL, d00mbr0s, Karagii, and Bacon9.

The match was streamed on Fnatic streamer Megan ‘megsoundslikeegg�?Garner’s Twitch channel, with each player also hosting their game point of view. Team mini came out on top, winning 4-1 in a fast-paced, fun-filled match.

In line with VALORANT’s 5th anniversary, Riot is also set to release a new map and event pass on June 24 or 25. Fans can also relive VALORANT nostalgia with the 5th-year cinematic, ‘Why We Fight�?

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Team Liquid starts Valorant Masters Toronto 2025 without their leader, Ayaz ‘nAts�?Akhmetshin, due to Visa delays.

Valorant Masters Toronto begins on June 7. The event features 12 top teams from around the world competing for a $1 million prize. Team Liquid earned their spot at the Masters by finishing third in the VCT EMEA Stage 1. Their first match starts at 8 PM BST against Bilibili Gaming.

However, nAts said he probably won’t make it to Canada in time for the first match. He hopes to arrive later and has asked fans to keep supporting the team.

nAts joined Liquid in November 2022. He began playing Valorant in 2020, after switching from Counter-Strike: Global Offensive (CS:GO). He’s known for smart moves and skill with the agent Cypher. Before Liquid, nAts played for Gambit, where he helped the team win Masters Berlin 2021 and finish second at Valorant Champions that year.

Without nAts, Canadian player Erik ‘penny�?Penny steps in as a stand-in. Penny has played for Version1 and G2 Esports. He also competes in the Challengers North America league. Penny said he feels excited and will do his best for Team Liquid fans.

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Honda has ended its six-year sponsorship with Team Liquid after a player posted a tweet that sparked a major backlash. 

The issue began when Lucas ‘DiasLucasBr�?Dias, a Rainbow Six Siege player for Team Liquid, made a post on social media after losing to Japan’s CAG Osaka in the RE:LO:AD tournament.

His post included a GIF of a nuclear explosion, which is a symbol that carries deep pain in Japan due to its past. The post quickly gained traction for being tone-deaf.

Dias deleted the post soon after and apologised on his X (formerly Twitter) account on Thursday, May 15. He said the post was a ‘big mistake�?and did not want to hurt or offend anyone. Still, the damage had already been done.

In response, Team Liquid fined Dias four months�?salary. The team also shared that all coaches and players will participate in sensitivity training. The Rainbow Six team added that they will donate all their prize money from the RE:LO:AD event to charity.

Despite these efforts, Honda said the post went against its values. As a result, it has decided not to continue its deal with Team Liquid. The two first teamed up in 2019, with Honda becoming a major sponsor across Team Liquid’s esports divisions.

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Notable esports experts NAVI and Team Liquid are now playing chess. They're making big waves in the chess esports scene by signing top grandmasters. Both teams are well-known for their skills and loyal fanbases, and their chess journey shows how the game is becoming a bigger deal in the community. It’s also part of the Esports World Cup, which aims to fuse regular chess with competitive online gaming.

NAVI has signed three grandmasters: Nodirbek Abdusattorov, Wesley So, and Oleksandr Bortnyk. These players will represent the team in the Champions Chess Tour 2025. This tournament will happen online from February 16 to February 21, 2025. The players will compete for a share of a $150,000 prize pool. Their goal is to earn spots in the 2025 Esports World Cup, where only the top 12 players from the Champions Chess Tour leaderboard will qualify.

Nodirbek Abdusattorov shared his excitement about joining NAVI, saying, ‘I just want to play some interesting games.�?His words show his passion for the game and how this is a great opportunity to show his skills on a different stage.

Meanwhile, Team Liquid signed two of the best chess players in the world: Magnus Carlsen and Fabiano Caruana. Carlsen is often called the greatest chess player, with many awards, including five World Chess Championships. He has a peak rating of 2882—the highest in chess history. Fabiano Caruana is a four-time U.S. Open Chess champion and currently ranks second in the world with a rating of 2803.

The Esports World Cup

The rise of chess in esports is linked to its inclusion in the Esports World Cup (EWC). This partnership with chess.com has opened new doors for players and organisations. The EWC 2025 will feature a chess tournament with a prize pool of $1.5 million, starting from July 31 to August 3, 2025. The match will follow a fast format, giving players only 10 minutes to make their moves. 

Steve Arhancet, co-CEO of Team Liquid, said, ‘We are entering chess with the absolute best players because winning is critical to our mission.�?This shows Team Liquid's commitment to success in chess esports.

Other esports teams, like Team Vitality and Gen.G Esports, are also signing grandmasters to improve their chances in the EWC. This trend shows the growing connection between regular chess and esports. With more groups joining the chess scene, fans can expect thrilling matches and fun content.

As NAVI and Team Liquid enter chess esports, the future looks bright for the game. The community is eager to see how these grandmasters perform and what new techniques they will bring to the board.

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