Fnatic reportedly looking to sell for $100 million

Esports giant Fnatic is reportedly thinking about its entire brand for up to $100 million. The UK-based esports organization is one of the most famous brands in esports history, having won dozens of titles across more than two decades of competition. Fnatic has been an iconic team in League of Legends, Counter-Strike, Valorant, and Rainbow Six: Siege, with some of the most famous players ever wearing the Fnatic jersey.

FNC has been a top European team in League of Legends ever since the game’s release 16 years ago. In Counter-Strike, they’ve won ten large international events, including three Majors. In Valorant, Fnatic has placed first or second at seven international events, and most recently placed 2nd at the Valorant Champions 2025 in Paris. Fnatic’s orange flag is always there, in every game, always around the top. The team was even the first Esports brand to produce hardware, which was recently sold to Sony’s INZONE brand. A sale of the brand could change the landscape of every single esports scene.

Fnatic is looking to sell its brand

First reported by Sky News, Fnatic has received expressions of interest from potential bidders. Afterwards, Fnatic hired sports advisory firm Oakwell to look into a potential sale. The team is looking at several options, ranging from a minority stake to a full takeover, but details are slim on the scope of the plans. As it stands now, Fnatic could be valued at up to $100 million.

To emphasize what this does and doesn’t mean, this is about a potential change in ownership. Fnatic might welcome new investors, or change its ownership, and $100 million is only a potential value. According to Forbes, Fnatic was worth $260 million as of 2022.

However, the brand isn’t selling its spot in its multiple Esports scenes. If a sale does happen, only the upper end of the organization is slated to change. The team may or may not change its name or logo, and there are precedents for both. Given the history and the prestige of that name in Esports, though, it would be surprising for them to change. Fnatic has made a deep mark on each Esports scene. With the results they’ve had in every game, anyone who follows any professional scene is sure to recognize the black and orange.

Investors in sports and media have expressed their interest in buying into Fnatic, but also media companies.

Image credit: Riot Games

Fnatic, the longest Esports dynasty

Fnatic was formed in 2004, initially with a Counter-Strike team. The organization has fielded teams in 22 different games since then:

Fnatic’s arguably most popular division today is its League of Legends team. The black and orange colors took home the first World Championship, making Fnatic the only EU team to do so. Afterwards, the team has only missed Worlds twice, in 2012 and 2016. FNC holds the record for most Worlds appearances at 13, far ahead of the 2nd place (T1 and Cloud9, at 10 each).

Fnatic has been a centrepiece of the European League of Legends ever since competition began in 2011. Initially dominating the stage and claiming the regional title more often than not, recent years have painted a different story.

More recently, the team has failed to achieve notable success in League of Legends. Fnatic’s results would make every other team jealous (always placing around the top, always qualifying for Worlds), but an organization with that prestige is expected to perform better, to say the least. Fnatic has a storied legacy and was once the number one brand in the world, similar to some other notable sports brands, such as Manchester United in the Premier League.

As such, Fnatic regularly makes roster changes that lead to the same outcomes, and a lack of budget is sometimes brought up. The team is also no longer the most popular one in the league, with G2 Esports, Moviestar KOI, and Karmine Corp all getting higher viewership.

Knowing that context, the fact that FNC is looking to sell is no longer surprising.

Fnatic team walks off stage during VCT Champions. Image credit: Riot Games

Fnatic in FPS games

While League of Legends is the game in which Fnatic has the most viewers, the team in orange has recently achieved higher results in Valorant and Counter-Strike.

In Valorant, in 2025, FNC finished second at the Valorant Champions, the Esports World Cup, and the Valorant Masters Toronto. Fnatic also:

• Came fourth at the Champions 2023
• Won the Masters Tokyo 2023
• Won the VCT LOCK//IN 2023
• Came second at the Masters Reykjavík 2021

These tournaments alone earned them close to 2 million in prize money.

Fnatic has a similar story in Counter-Strike. While recent years have not been as glorious, Fnatic claimed the trophy at:

• DreamHack Masters Malmö 2019
• World Electronic Sports Games 2017
• Intel Extreme Masters XII – World Championship
• Intel Extreme Masters X – World Championship
• ESL ESEA Pro League Season 2 – Finals
• FACEIT League 2015 Stage 3 Finals
• ESL One: Cologne 2015
• ESL ESEA Pro League Season 1 – Finals
• ESL One: Katowice 2015    ESL One: Katowice 2015
• DreamHack Winter 2013

Fnatic has the longest dynasty out of any Esports brand. Should they rebrand, the entire world of Esports will lose one its oldest pillar.

Featured Image Source: Riot Games

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