![]() ![]() Ken Serra, Team Liquid’s head of communities and engagement, was on point during the game against IG, managing the team’s Discord, social media channels, and other fronts for engagement. “We didn’t expect to, we thought it might run for a little bit! We did a limited drop of it, just to test it out because it was a new thing for us…but definitely saw the impact of that. “We also have invested a good amount into our online apparel,” said Arhancet, who explained that their ‘LQD_V1’ hoodie, a streetwear item, sold out in a day. “It has already come to bear in sponsorship and partnership conversations,” he said, noting that the team had been receiving new lines of inquiry as well as reactivating old conversations. On the latest TEO Podcast, Team Liquid co-CEO Steve Arhancet explained that this achievement had been a dream (and running internet joke) for the North American region for the better part of seven years. Though unable to ultimately bring home the trophy, reaching the finals stage for the first time had a significant impact on sponsorship visibility and merchandising for the organization. That changed this year when North American squad Team Liquid defied the curse of North America, leaving the group stage and defeating the reigning world champions Invictus Gaming in the semi-finals. The Mid-Season Invitational is an annual showcase for top League of Legends team, though only the east Asian teams have ever secured the bragging rights. An esports upset can leave a large mark, both in the annal’s of its respective game’s history, but also the brand and business value of the victorious team. ![]()
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