The most profitable football clubs in the world may not be the largest, but they are the smartest. They do not think of themselves as just a football club; they see themselves as a portfolio of IP assets. By increasing brand awareness and fan engagement, they maximize profits in football, fashion, esports, and the metaverse.

Too often, football clubs are unaware of the vast IP assets that they possess and monetize. As the types of IP that clubs license expand beyond traditional logos, players, and kits, the most profitable clubs are diversifying their assets and creating new revenue streams.

In this position paper, industry experts discuss:

• How football clubs can take take advantage of the metaverse, which is predicted to become a $1.5 trillion industry by 2029
• How clubs like Liverpool FC are able to make upwards of $1 million by selling non-fungible tokens (NFTs)
• The benefits of getting into Esports and improving global brand awareness