Razer Renews Sponsorship with Team Liquid: What Makes a Great Esports Partnership?
Team Liquid has announced an extension of partnership with Razer, one of it’s long standing sponsors.
7 Years of Partnership
Team Liquid is a pioneer of esports, having been around since Starcraft 2’s competitive days back in 2001. This year will mark seven years of partnership for the two organizations. Razer and Team Liquid have both thrived in their partnership as they watched the esports world grow.
Nobody would have predicted just how big esports would become seven years ago, a time in which most players were playing for the competition alone. But Team Liquid has stayed the course and is active in just about every major esport, including League of Legends, Overwatch, CS:GO, and more.
“I’m very proud that Razer is our longest standing partner. It feels like an eternity since we signed our first sponsorship with Razer. In an industry that moves at a million miles an hour, we’ve been on the journey together and it’s incredible that our two brands have come so far,” said Victor Goossens, co-CEO of Team Liquid.
What Makes a great Sponsor relationship
Game Haus had the chance to interview Team Liquid’s Director of Operations, Mike Milanov, who had much praise for the relationship they’ve been able to build with Razer. He highlighted that Team Liquid is considered a “premium brand”, having been involved in esports longer than almost anyone. This was a major factor in Razer’s initial partnership with the organization in 2011.
When asked about how Razer differs from other sponsors, Milanov said, “Razer was one of the first brands to get involved with Starcraft back in the early esports era. They were one of the first brands to really ramp up with team sponsorship and take relationships seriously. They value partners that work with them on the things they find most important…We’ve always been treated like a tier one organization by Razer.”
Another ideal he praised Razer for was their ability to adapt to other esports organizations and grow together with one another.
“They understand that it’s not in templated approach with every organization. Razer adapts to different organizations very well in the esports scene,” he said.
Milanov also brought up how growing together was one of the biggest priorities in the partnership.
He noted, “We had many offers to potentially go elsewhere for a little more money, but that’s not what it’s all about. It’s about growing together. As Team Liquid grows, Razer grows.”
Razer recently came out with Team Liquid DeathAdder mouse bundles, which sold out ahead of schedule during the holiday season. Announcing another year of partnership could mean more opportunities for additional Team Liquid gear.
Milanov commented that this may only be the beginning of a new line of Team Liquid Razer infused products, due to the success that they found with the holiday bundles.
“Just the fact that they trust us enough to make a Razer DeathAdder with Team Liquid theme says enough about what we’re going to be doing with them in the future,” he said.
“Team Liquid underscores what Razer’s ‘unfair advantage’ is all about,” said Min-Liang Tan, Razer co-founder and CEO. “We have enjoyed working with this incredible team on dozens of products over the years. We look forward to continuing the collaboration to ensure our products are the best in the world at the highest level of competition.”