Seems to me that the company is self is doing a pretty good job of that. at the initial public offering, Magnus sold two and a half million dollars worth of his shares. He must still have quite a lot, and the stock has doubled in the past two months.
Magnus has gone public

Seems to me that the company is doing an effective job of that. Magnus sold 2.5 million dollars worth of stock at the initial public offering. He no doubt still retains a lot, and the stock has coubled in the past 2 months.

Anybody's guess about the possible effect of his losing the championship. I imagine that as one of the greatest players of all time, his name and reputationwill carry a lot of weight. Magnus also has the capacity to become a more public figure, some "star" quality, if you will. Who knows, he may decide to retire undefeated.

If Magnus plays his cards right, he can continue to monetize his name just as Kasparov did for almost a full decade even after losing his title to Kramnik.
And since Carlsen is still at the peak of his game, he can keep on working to regain his title. I believe that among all the world champions, he has been the most active in the strongest and most lucrative tournaments held every year, and he still manages to place first or second to most of them.

It also helps that both Chess24 And Chessable.com have been PlayMagnus assets since 2020 (or was it back in 2019).
https://chess24.com/en/read/news/judit-polgar-joins-play-magnus-group-as-educational-ambassador
News of Judit joining PlayMagnus was released on the same day that GameStop stock started to skyrocket in the US stock exchange.

PlayMagnus Group buys New in Chess Publications
https://en.chessbase.com/post/play-magnus-group-buys-new-in-chess
He should monetize his name.