Esports organisation Team Liquid and Dell’s gaming brand Alienware have signed a new five-year extension of their partnership agreement, keeping the two companies working together through 2031.
The renewed agreement is linked with the launch of Race to World First, a live competition centred on World of Warcraft. The event’s broadcast is produced entirely by Team Liquid’s in-house content team, with Alienware presenting the event. Team Liquid says the event combines commentary and analysis with a large-scale live production, requiring significant computing power to run. Therefore, this makes it a natural showcase for the kind of technology-and-content partnership that Team Liquid and Alienware have built over the years.
Team Liquid Co-CEO Steve Arhancet said, “When we first started with Alienware, esports was still a dream. We didn’t know where it would take us, but it was a blessing to have a partner that believed in both the dream and in us as an organisation. This renewal celebrates the triumphs we’ve shared, the records we’ve broken, and the institutions that we’ve built together. Moreover, it declares that our ambition is stronger than ever.”
Sid Jatia, SVP Global Consumer Marketing at Dell Technologies, said, “The true measure of this 15-year partnership isn’t how long it has lasted, but the impact it has had on gamers and fans around the world. We’ve created experiences that deepen fan engagement, expand access to premier esports content and showcase what’s possible when leading organisations invest in the future of gaming. As we extend our partnership through 2031, we’re focused on continuing to deliver the innovation, community connections and unforgettable moments that make esports such a powerful global platform.”
Team Liquid and Alienware began working together in 2011 to support gaming communities. The partnership has since been renewed several times, most recently in 2021 and again this year.
For much of the past 15 years, players have competed under the name “Team Liquid Alienware”, with the Alienware logo appearing on the team’s jerseys. This branding has been present across several game titles the organisation has fielded teams in, including League of Legends, Apex Legends, and Rainbow Six Siege.
Beyond sponsoring jerseys and events, Team Liquid and Alienware have also built out training infrastructure in multiple regions. There are now Alienware Training Facilities in California (North America), the Netherlands (Europe), and São Paulo, Brazil.
The partnership has also fed into product development. Alienware’s Pro Series line of gaming peripherals, such as mice and keyboards, was developed using performance data and feedback gathered from Team Liquid’s players, an approach the companies describe as one of the first data-driven collaborations of its kind in esports.
