It's actually old move. People just didn't care much because we still had no idea what kind of items Blizzard was talking about.
https://overwatchleague.com/en-us/news/20890515
07/12/2017 release
Near bottom:
"Overwatch players will be able to support the collective teams via special in-game items, as 50% of the revenues from these items will flow into the shared revenue pool. These arrangements will help ensure that teams have the resources to establish and grow their local Overwatch communities for years to come."
I am guessing the home/away kits (basically) skins that's been showing up recently in tournaments will be available for purchase like we buy baseball/basketball jerseys.
I for one know I will buy any skin that says Seagull. Short of that, I'll settle for any NY skin, even if I have no idea who plays for NY.