Team Liquid Celebrates 25 Years With Coffee Table Book and Alienware-Backed Documentary

Why It Matters

Celebrating a quarter‑century, Team Liquid reinforces its brand heritage, deepening fan engagement and attracting sponsor investment. The multi‑media rollout demonstrates how esports organizations can leverage storytelling to monetize legacy and expand market reach.

Key Takeaways

• 25‑year milestone celebrated with book, jersey, documentary.
• Coffee‑table book features 247 pages of archival content.
• Alienware partners on documentary highlighting early challenges.
• New jersey revives classic horse logo.
• Bundled book‑jersey option costs $150.

Pulse Analysis

Team Liquid’s anniversary campaign illustrates how legacy storytelling is becoming a cornerstone of esports branding. By curating a coffee‑table book that blends rare photography with strategic commentary, the organization transforms its 25‑year history into a tangible asset that resonates with both long‑time fans and newcomers. This approach not only preserves the cultural narrative of competitive gaming but also creates a premium product line that differentiates the brand in a crowded market.

The partnership with Alienware for the "Origins: Team Liquid" documentary underscores the growing synergy between hardware sponsors and content creation. Featuring candid conversations with co‑CEOs, the film offers authentic insight while reinforcing Alienware’s positioning as a champion of high‑performance gaming. Coupled with the release of a heritage‑inspired jersey, the campaign leverages multiple revenue streams—merchandise sales, media rights, and sponsorship activation—demonstrating a sophisticated monetization model that other esports entities are likely to emulate.

Industry observers see Team Liquid’s multi‑format celebration as a blueprint for sustainable growth in esports. By converting historical milestones into consumable media, organizations can deepen community loyalty, attract premium advertisers, and diversify income beyond tournament winnings. As the sector matures, such integrated storytelling initiatives will become essential for brands seeking to cement their legacy while expanding global reach.

Team Liquid Celebrates 25 Years With Coffee Table Book and Alienware-Backed Documentary

John Popko · Feb 2, 2026

Global esports organization Team Liquid is closing out its 25th anniversary celebration with a three‑part campaign that includes a new athletic jersey, a commemorative coffee‑table book and a sponsor‑backed documentary tracing the group’s origins.

Founded in 2000 as an online clan centered on StarCraft: Brood War, Team Liquid has grown into one of esports’ most established brands, fielding teams across multiple competitive titles and regions. The anniversary campaign is positioned as a retrospective, highlighting the organization’s early days and its evolution into a global operation.

The first release arrived Jan. 30 with Behind the Blue, a 247‑page coffee‑table book documenting Team Liquid’s history through photography, archival graphics and artwork. The book includes previously unpublished images from the organization’s archives, paired with commentary on pivotal moments such as the rise of TL.net and competitive milestones in games like Counter‑Strike. Development was led by managing editor Austin Ryan, with creative direction from Tiffany Peng and Caio D’Aprile and marketing oversight by Emma Stier.

Ryan described the project as a collaborative effort aimed at capturing the human side of competitive gaming, emphasizing the community and individuals who helped shape Team Liquid over the past 25 years.

New Jersey and Documentary Cap the Celebration

Alongside the book, Team Liquid has released its 2026 pro‑kit jersey, which marks a return to the organization’s long‑running horse logo after using a special anniversary crest during the 2025 season. The jersey and the book are available through the Team Liquid online store, with the book priced at $75 and a bundled option offered at $150.

The final element of the campaign is Origins: Team Liquid, a documentary produced in partnership with longtime sponsor Alienware. The film features co‑CEOs Victor Goossens and Steve Arhancet discussing the organization’s early challenges and turning points, including high‑stakes moments in professional League of Legends competition.

Shot in a conversational, podcast‑style format, the documentary revisits key events through firsthand accounts and anecdotes, some of which had not been publicly shared before. Arhancet said the project reflects how formative experiences influenced Team Liquid’s values, while Goossens noted it offers longtime and newer fans insight into the organization’s early chapters.