Team Liquid & Alienware celebrate 10 year partnership


This morning, esports organization Team Liquid and gaming hardware brand Alienware announced the renewal of its partnership. What’s special here is that it marks a ten-year relationship, the longest hardware partnership in esports history.

To celebrate this ten-year partnership, both companies look to push three new initiatives. To increase fan engagement, Alienware will officially sponsor Team Liquid’s new program, Liquid+, a new program dedicated to rewarding fans who engage with TL online. In order to support the esports teams, new technology and facility upgrades will come later this year. Lastly, the two brands will create community opportunities to help those who are underrepresented in esports.

Liquid+ is a new platform similar to a virtual stadium. Taking the live esports experience for loyal fans into the online world, this program holds its own rewards and leveling program. Team Liquid’s 3.5+ million fans can take advantage of Liquid+ and earn exciting rewards thanks to Alienware, its official launch partner. Though more will come in 2021, a new way for an organization to take care of those who support it through statuses, rewards, and experiences is just what esports needs.

Alienware and Team Liquid have been partners for a decade because we dream hard and work even harder,” Team Liquid’s co-CEO Steve Arhancet stated. “In our next chapter, we’re going bigger than we ever have by introducing programs that contribute to fans and players, starting with our Liquid+ launch, and open up the esports industry to underrepresented voices. Our plans are bold, but so are we, and I can’t wait to see what the future holds for Alienware and Liquid.”

Just last October, the organization renewed its partnership with Marvel, where new crossovers and products look promising. Right now, Team Liquid sees the most fame in League of Legends esports. The team went undefeated in the first few days of LCS Lock-In after dominating FlyQuest. The Dota 2 esports team also sees frequent success, even winning ESL One Germany in November.

It’s clear that making history with the longest esports — hardware partnership is only the start. Team Liquid and Alienware will create more promising programs as 2021 proceeds in their successful ten-year partnership. But for now, fans can begin interacting with the brands through Liquid+ and a new microsite to show the current and future programs.

Written by Justin Amin

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