ALGS partners with Alienware, Battle Beaver and Herman Miller

29 April 2024


ALGS and Herman Miller
Image credit: Herman Miller, EA

The Apex Legends Global Series (ALGS) has partnered with gaming PC brand Alienware, custom gaming gear company Battle Beaver and furniture brand Herman Miller.

As official partners for ALGS Year 4, the companies will launch fan activations and provide ALGS competitors with equipment throughout the circuit.

ESI London 2024

The ALGS is the highest level of Apex Legends competition, organised by the game’s publisher EA. The partner announcements were revealed ahead of the Split 1 Playoffs, which will take place May 2nd – 5th in Los Angeles, California.

Dell’s gaming-focused brand Alienware has been named the tournament’s official PC and monitor partner. Together with Intel, Alienware will provide gaming PCs for all ALGS live events. The brand will also be part of the broadcast with the ‘Alienware Play of the Day’ segment.

Fans can experience the brand’s products in the free play areas at ALGS venues. Moreover, Alienware will host giveaways and provide discounts to the event’s community. Finally, Apex Legends items will be featured in Alienware Arena’s Game Vault marketplace throughout June.

Alienware is a long-term partner of esports organisation Team Liquid and has partnered with Smite for this year’s World Championship.

As a manufacturer of custom gaming equipment, Battle Beaver is the new official controller partner of the ALGS. The company will create custom controllers for players in collaboration with the Apex Legends circuit.

For fans, Battle Beaver will offer giveaways and rewards. A dedicated brand booth will also be created during the Split 1 Playoffs.

Furniture manufacturer Herman Miller is a returning partner of the ALGS, having previously created an ALGS Championship chair. This year, the company is equipping all event participants with its chairs.

In the past, the brand has worked with esports teams Philadelphia Fusion and G2 Esports. Like Alienware, Herman Miller was a sponsor of the Smite World Championship 2024.

Apex Legends esports has had an eventual year so far. The game is joining the upcoming Esports World Cup and the ALGS returned with a $4m (~£3.2m) prize pool and China as a new region. However, the ALGS also experienced a significant hacking incident during the ALGS Regional Finals for North America.

Lea Maas
Lea is a business student with too many passions and too little time. In addition to missing her shots in Valorant, she spends her free time advocating for mental health awareness and fostering inclusive esports communities.