Team Secret
Team Secret is a global esports organization founded in 2014 that operates competitive teams across Dota 2, VALORANT, Rocket League, Rainbow Six Siege, League of Legends, Honor of Kings, and Chess, monetizing through merchandise, brand sponsorships, and streaming partnerships with a global fanbase in 40+ countries.
- Company typePrivate
- Founded2014
- HeadquartersWilmington, United States
- Headcount51–100
- GTM typeB2B and B2C
- OfferingServices
What Team Secret does
Team Secret is a global esports organization founded in 2014 and headquartered in Wilmington, Delaware (USA) under the legal entity Secret ESports, LLC, operating competitive teams across multiple titles including Dota 2, VALORANT, Rocket League, Rainbow Six Siege, Honor of Kings, and League of Legends. In 2025 the organization added a chess division anchored by Chess Grandmaster Anish Giri under an Anichess partnership, and in late 2024 formed the "Secret Whales" joint operation with Team Whales to contest the League of Legends Championship Pacific 2025. The company operates with 51-100 employees and ships merchandise globally to 40+ countries.
Revenue is generated through three core streams: (1) direct-to-consumer merchandise sales via a Shopify-powered online store (Essentials, Performance, Lifestyle, Limited Edition, and Accessories lines, with pricing from $10-$99 and limited-edition Champion collaborations at the high end), (2) brand partnerships and sponsorships with category-leading companies including Secretlab, Pulsar Gaming Gears, Predator (Acer), Champion, TUMI, and Levante Brewing Company, and (3) streaming/content partnerships — most notably an exclusive broadcasting arrangement with Kick in conjunction with Stake.com. Go-to-market is event-driven: Team Secret grows its brand through tournament participation, streaming engagement, and recurring collaboration drops rather than paid advertising.
The organization is privately held with no disclosed institutional funding rounds and no publicly reported revenue. Leadership consists of CEO John Yao, Vice Chairman of Strategy & Finance John Costas, Talent Director and Dota 2 captain Clement Ivanov ("Puppey"), and Operations Director Matthew Bailey. Technology stack is concentrated on the Shopify e-commerce platform plus social/community channels (Discord, Instagram, Twitter/X, blog, email newsletter), with no proprietary software, no app, and no API. Web3 and blockchain integrations appear via partnerships with the Xai Foundation (Data Availability Committee), Anichess, and the Checkmate Ecosystem (CHECK token adoption), indicating an exploratory — rather than core — exposure to decentralized gaming rails.
Team Secret firmographics
Firmographics- Name
- Team Secret
- Legal name
- Secret ESports, LLC
- Website
- https://teamsecret.gg
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Team Secret is a global esports organization founded in 2014 that operates competitive teams across Dota 2, VALORANT, Rocket League, Rainbow Six Siege, League of Legends, Honor of Kings, and Chess, monetizing through merchandise, brand sponsorships, and streaming partnerships with a global fanbase in 40+ countries.
- Ownership category
- akta.pro rank
Team Secret industry classification
Industry- Product category
- Esports Organization
- NAICS
- Sports Teams and Clubs (711211), Spectator Sports (71121), Sporting Goods Retailers (459110)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Esports Teams & Player Organizations (MPAFADAB)
Keywords
Where Team Secret is headquartered
LocationHeadquarters
- HQ city
- Wilmington
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Team Secret business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel
Revenue model
- Merchandise Sales: Direct-to-consumer sales of branded merchandise including jerseys, hoodies, apparel, and accessories through the company e-commerce store. Products range from performance gear to lifestyle items.
- Brand Partnerships and Sponsorships: Marketing, product development, event sponsorship, digital advertising, and promotional activities with brand partners including gaming peripherals, hardware, fashion, and lifestyle companies.
- Streaming and Content Platform Partnerships: Partnership with streaming platforms like Kick for exclusive content, live interactions, and fan engagement through regular streaming by players and staff.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Authentic Pro Jersey |
| Unit Pricing | Pay-as-you-go | Classic Jersey |
| Unit Pricing | Pay-as-you-go | Essential Pullover Hoodie |
| Unit Pricing | Pay-as-you-go | Team Secret x Champion Hoodie |
| Unit Pricing | Pay-as-you-go | Classic Tee 2-Pack Bundle |
| Unit Pricing | Pay-as-you-go | Sport Tee |
| Unit Pricing | Pay-as-you-go | Classic Summer Cap |
| Unit Pricing | Pay-as-you-go | Secret Keyring + Charm |
| Unit Pricing | Pay-as-you-go | Secret Face Mask Kit |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
Team Secret product offering
Product offeringCore offering
Team Secret operates professional esports teams competing across multiple game titles (Dota 2, VALORANT, Rocket League, Rainbow Six Siege, Honor of Kings, League of Legends, Chess) and sells branded apparel and accessories (jerseys, hoodies, tees, caps, beanies, flags, keyrings, masks) through its direct-to-consumer e-commerce store shipping to 40+ countries. Revenue is supplemented by brand sponsorships, licensing collaborations, and streaming partnerships.
Product overview
Team Secret is a global esports organization that operates competitive teams across multiple game titles (Dota 2, Valorant, Rocket League, Rainbow Six Siege, Honor of Kings, and League of Legends) and sells a broad merchandise portfolio. The merchandise line includes: Essentials (Essential Pullover, Essential Sweats, Classic Tee 2-Pack), Performance (Authentic Pro Jersey, Classic Jersey, Sport Tee), Lifestyle (Origin Oversized Tee, Evolution Oversized Tee, NXTLVL Oversized Tee), Limited Edition collabs (Team Secret x Champion Hoodies, Secret Champion Fusion Hoodie, Paradigm 2-Pack Tee), and Accessories (Secretlab TITAN Evo chair, Secret Flux Beanie, Classic Summer Cap, Secret Keyring + Charm, Secret Face Mask Kit, Flags). Partnerships include Champion (fashion collabs), Pulsar (gaming peripherals), iAgent (AI agent training via blockchain), Anichess (chess Web3 gaming), Xai Foundation (decentralized gaming), and Esports World Cup Foundation (club partnership). Team Secret's esports division spans teams for Dota 2, Valorant, Rocket League, Rainbow Six Siege, Honor of Kings, and League of Legends (including the Secret Whales unified team with Team Whales for LCP 2025), plus a chess division anchored by GM Anish Giri.
Differentiator
Problem solved
Functional benefit
Products and services
- Team Secret Esports Operations Global esports organization operating competitive teams across Dota 2, VALORANT, Rocket League, Rainbow Six Siege, Honor of Kings, League of Legends, and Chess, providing advertising and promotional sponsorship, talent and team development, business management, coaching, and support to professional and aspiring esports players.
- Team Secret Merchandise Store E-commerce storefront selling Team Secret-branded apparel and accessories including jerseys, hoodies, t-shirts, caps, flags, and accessories for fans worldwide.
- Authentic Pro Jersey Professional-grade jersey worn by Team Secret competitive players during tournaments, constructed from sweat-wicking performance fabric with stretch for mobility.
- Essential Pullover (Black/White) Half-zip pullover hoodie with plush blended cotton, brushed interior, molded zipper, and Team Secret logo branding, featuring front pockets.
- Essential Sweats Comfortable sweats with plush blended cotton, brushed interior, stretch construction, and zippered pockets with clean Team Secret logo branding down the sides.
- Classic Tee 2-Pack Bundle Inverse black and white t-shirt 2-pack featuring the iconic Team Secret logo, with athletic fit in 95% cotton / 5% spandex blend and silkscreen logo.
- Origin Oversized Tee First drop in the lifestyle collection, oversized ultra-comfortable tee recalling Team Secret's journey from a homegrown team to a global esports brand.
- Evolution Oversized Tee Second lifestyle collection release in fresh white colourway, oversized ultra-comfortable tee in soft blended cotton with a loose fitting design representing Team Secret's relentless drive.
- NXTLVL Oversized Tee Part of the debut lifestyle collection featuring the Team Secret logo in an oversized ultra-comfortable tee, signaling the next level of the brand's evolution.
- Classic Jersey (Fan Jersey) Fan-oriented version of the official Team Secret jersey, sold in the performance merchandise category for fans who want the pro-style aesthetic at a lower price point.
- Sport Tee Reversible sport tee in white and black colorways for fan wear.
- Team Secret x Champion Hoodie (Black/White) First collaboration hoodie with Champion, featuring Team Secret branding with authentic Champion apparel quality, worn by streamers, influencers, and professional players. Very limited quantities.
- Secret Champion Fusion Hoodie Second collaboration hoodie with Champion, featuring Team Secret branding with authentic Champion apparel quality as a limited edition release.
- Secret Singapore Tee (Black/White) Tee featuring the Singapore Merlion symbol representing Team Secret's presence in the Lion City, available in black and white colorways with Singapore-only shipping restriction.
- Classic Summer Cap Adjustable black cap with precision embroidered Team Secret logo and subtle TEAM SECRET edging on the brim, made of 100% cotton with breathable construction.
- Secret Flux Beanie Reversible ultra-warm beanie in black and white colorways with precision embroidered Team Secret logos and lightweight stretch construction.
- Team Secret Logo Flag Classic Team Secret Logo Flag screen-printed on double-sided polyester with attachment points at corners, representing the brand's values, history, and community, available in L and XL sizes for wall display or live event use.
- Secret Fighting Flag Official screen-printed double-sided polyester flag with attachment points at corners, available in L and XL sizes for wall display or live event use.
- Secret Keyring + Charm Everyday-use keyring with Team Secret branding and included keyring charm, for fans to carry Team Secret with them.
- Secret Face Mask Kit Two-pack of washable and reusable face masks in white and black colorways, made from cotton/polyester stretch fabric for extended all-day comfort.
- Secretlab TITAN Evo Team Secret Edition Co-branded gaming chair collaboration between Secretlab and Team Secret, sold out product in the accessories category.
- Secret Whales (League of Legends Roster) Unified League of Legends team combining Team Secret's legacy of competitive excellence with Team Whales' regional prowess, competing in the LCP (League of Legends Championship Pacific) 2025 for the Asia-Pacific region.
- Team Secret Chess Division Chess division featuring Chess Grandmaster Anish Giri, in partnership with Anichess, competing for a slot at Esports World Cup 2025.
- Rainbow Six Siege Weapon Bundle (Buck + C8-SFW) In-game cosmetic skin bundle for Rainbow Six Siege featuring operator Buck and the C8-SFW gun, design inspired by Oni (Japanese demonic folklore) and cyborg aesthetics with Team Secret branding.
Companies that use Team Secret
Customer profileSegments2 records
Ideal customer profiles2 records
Team Secret technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability1 record
Team Secret partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered minor and core.
- Checkmate EcosystemminorTeam Secret adopted the CHECK token as esports partner with Checkmate Ecosystem. Focus on Web3 and blockchain gaming integration.
- Esports World Cup FoundationcorePartnership program for 2025 to drive competitive gaming growth worldwide and invest in growing esports locally in key geographic regions.
- Team WhalescoreUnified as 'Secret Whales' for League of Legends Asia-Pacific region competition in LCP 2025. Combines Team Secret's competitive excellence with Team Whales' regional prowess.
- AnichesscoreAnichess is a chess-based Web3 game developed with Chess.com and Magnus Carlsen. Partnership aims to solidify chess's esports status. John Yao, CEO of Team Secret, joined as advisor.
- Pulsar Gaming GearscoreFounded in 2020 in Korea, Pulsar specializes in high-end gaming mice and keyboards for competitive professionals. Team Secret players receive cutting-edge peripherals.
- Kick and StakecoreKick is an innovative livestreaming platform for deeper fan connections. Stake is a leading online gaming and betting platform. Players and staff engage fans through streaming on Kick.
- Xai FoundationcoreXai Foundation nurtures developers and games within Xai blockchain ecosystem. Team Secret joined the network's Data Availability Committee (DAC) and participates in ecosystem governance.
- ChampioncoreThird collaboration with fashion brand Champion on merchandise including hoodies. Pro players, influencers, and ambassadors wear the collaboration pieces.
- SecretlabcoreSecretlab is the top choice of premier gaming tournaments and championship-winning teams, providing award-winning gaming chairs. Over 1,000,000 users worldwide use Secretlab products.
- Predator (Acer)corePredator is Acer's premium gaming product series focused on best performance PCs and laptops for complete gaming experience.
- TUMIminorTUMI is a leading international business, accessory and travel lifestyle brand creating innovative solutions for discerning travelers.
- Levante Brewing CompanyminorTop rated brewery with single vision to elevate craft beer experience with creative high-quality production.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Team Secret competitors and assessment
Company assessmentDirect peers
- Evil Geniuses: North American multi-title esports organization with historic Dota 2 and CS presence; comparable in competing in the same DPC-style competitive ecosystem with a multi-title roster philosophy.
- Cloud9: North American multi-title esports organization with rosters across CS, League of Legends, Valorant, and other titles plus a sizable apparel/merchandise business; comparable in roster diversity and fan-merchandise revenue mix.
- G2 Esports: Berlin-based multi-title esports organization competing in League of Legends, CS, Valorant, and Rocket League with a strong lifestyle brand and merchandise line; comparable in European positioning and lifestyle-merchandise crossover strategy.
- Fnatic: Pioneering European multi-title esports organization with teams in League of Legends, CS, Dota 2, Valorant, and Rocket League; comparable in multi-title breadth, global merchandise operation, and premium brand positioning.
- OG: European multi-title esports organization founded by former Team Secret players (notably 'Puppey' contemporaries N0tail and Ceb); competes in Dota 2 and other titles with a similar Dota 2 heritage and brand-led fan engagement approach.
- Team Liquid: Multi-title global esports organization founded in the Netherlands, competing in Dota 2, League of Legends, CS, Valorant, and more with a large merchandise operation; the most direct multi-title competitor to Team Secret across roster scope, fanbase geography, and merchandise DTC model.
- FaZe Clan: Multi-title esports and lifestyle brand organization with teams in CS, Valorant, PUBG, and other titles, previously public; comparable in lifestyle-brand crossover, content/streaming monetization, and multi-title roster model.
- 100 Thieves: North American multi-title esports and apparel organization founded by Nadeshot, with teams in League of Legends, Valorant, and CS plus a flagship apparel line; directly comparable in lifestyle-merchandise-lead revenue approach and multi-title roster strategy.
- T1: Korean multi-title esports organization anchored by its legendary League of Legends roster with expansion into CS, Valorant, and other titles; comparable in leveraging competitive success into strong fan-driven merchandise and brand partnerships.
- Natus Vincere (Na'Vi): Eastern European multi-title esports organization with teams in CS, Dota 2, and other disciplines; comparable in Dota 2 heritage, multi-title roster scope, and global fanbase.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Team Secret social profiles
Digital presenceTeam Secret financial estimates
Financial estimateRevenue estimate
Valuation estimate
Team Secret leadership team
Management profileNumber of profiles
Profiles1 record
Team Secret funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Team Secret M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Team Secret
What does Team Secret do?
Team Secret operates professional esports teams competing across multiple game titles (Dota 2, VALORANT, Rocket League, Rainbow Six Siege, Honor of Kings, League of Legends, Chess) and sells branded apparel and accessories (jerseys, hoodies, tees, caps, beanies, flags, keyrings, masks) through its direct-to-consumer e-commerce store shipping to 40+ countries. Revenue is supplemented by brand sponsorships, licensing collaborations, and streaming partnerships.
Is Team Secret a public or private company?
Team Secret is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Team Secret founded?
Team Secret was founded in 2014. It employs 51 to 100 people.
Where is Team Secret based?
Team Secret is headquartered in Wilmington, United States, in the North America region.
How does Team Secret make money?
Three revenue lines are on record. Merchandise Sales are the primary driver. The others are brand Partnerships and Sponsorships and streaming and Content Platform Partnerships.
Who are Team Secret's main competitors?
Direct peers on record are Evil Geniuses, Cloud9, G2 Esports, Fnatic, OG, Team Liquid, FaZe Clan, 100 Thieves, T1 and Natus Vincere (Na'Vi).
Does Team Secret have an API?
No public API is recorded for Team Secret.
What industry is Team Secret in?
Team Secret's product category is Esports Organization. Its primary akta.pro industry code is MPAFADAB, Esports Teams & Player Organizations. Its NAICS code is 711211 and its SIC code is 7997.