What Alliance does

Alliance is a privately-held, player-owned esports organization founded in 2013 and headquartered in Gothenburg, Sweden, co-owned by CEO Jonathan 'Loda' Berg and CSO Kelly Ong. The firm fields contracted competitive teams across eight esports divisions — Counter-Strike 2, Apex Legends, Delta Force, Naraka: Bladepoint, Marvel Snap, PUBG Mobile, Chess, and FGC — supplemented by an Ambassadors/Creators program. Alliance's most credentialed assets are its Apex Legends roster (three consecutive ALGS Pro League titles and 2024 Esports World Cup Championship) and its CS2 division (2025 Svenska Cupen winners), with accumulated competitive honors including 58 championship trophies, more than 150 tournament wins, and 350+ podium placements across 18 titles since inception. Beyond competition, Alliance markets a 'Madness with [A] dash of Rattitude' brand identity and operates a multi-platform community called ALLFAM (Twitter/X, YouTube, Instagram, TikTok, Twitch, Discord, VK, Weibo, Telegram) totaling roughly 7 million followers.

Alliance's business model is a three-stream mix: (1) sponsorship and licensing — flagship peripheral partner Razer (renewed through 2027), Web3 platform Valhalla, crypto gambling operators Gamdom and Thunderpick, fan-token platform Socios ($ALL), custom controller maker Void Gaming, AI-camera vendor OBSBOT, telco sponsors Tele2 (Sweden) and CelcomDigi (Malaysia), and digital collectibles platform FortuneBox; (2) direct-to-consumer merchandise sold via shop.thealliance.gg at $27-$86 USD price points with global (non-US) shipping, supplemented by event booths at tournaments such as ALGS Championship Sapporo; and (3) tournament prize money from competitive placements, which is episodic rather than recurring. The organization has explicitly rejected institutional and venture capital, instead operating under a player-owned governance model. Alliance does not develop proprietary technology products; its technical footprint consists of consumer gaming hardware plus partner-provided content-production tools, with no public API, SDK, or proprietary platform disclosed.

Name

Alliance

Legal name

Sport Design Sweden

Website

https://thealliance.gg

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Alliance is a Swedish player-owned esports organization founded in 2013 that fields competitive teams across Counter-Strike 2, Apex Legends, Delta Force, and other titles, monetizing sponsorships, merchandise, and tournament winnings while serving a 7-million-strong global fan community.

Ownership category

akta.pro rank

Product category

Professional Esports Services

NAICS

Sports Teams and Clubs (711211), Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114)

akta.pro primary industry

Esports Teams & Player Organizations (MPAFADAB)

akta.pro secondary industry

Esports & Creator Sponsorship/Brand Partnerships (Influencer Marketing for Gaming) (MPAFAEAE)

Keywords

• Professional esports organization
• Esports team operations
• Competitive gaming divisions
• Esports merchandise sales
• Tournament competition services

Headquarters

HQ city

Gothenburg

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Supply Chain

Revenue model

1. Sponsorship & Partnership Revenue: Alliance generates revenue through sponsorship deals with gaming peripheral companies (Razer), cryptocurrency/gambling platforms (Gamdom, Thunderpick), Web3 gaming platforms (Valhalla), fan token platforms (Socios), and other gaming-related brands. These partnerships provide financial support, equipment, and co-marketing opportunities.
2. Merchandise Sales: The organization operates an e-commerce store (shop.thealliance.gg) selling apparel including jerseys, hoodies, t-shirts, caps, accessories, and limited edition items. Products are priced from $27-$86 USD with global shipping.
3. Tournament Winnings: Alliance competes in esports tournaments across multiple game titles and earns prize money from competitive victories including ALGS Pro League titles and Esports World Cup championships.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Alliance is a player-owned, Sweden-based esports organization founded in 2013 that fields competitive teams across multiple video game titles (Counter-Strike 2, Apex Legends, Delta Force, Naraka, Marvel Snap, Chess, FGC, PUBG Mobile). The organization earns revenue primarily through sponsorship and partnership deals with brands (Razer, Gamdom, Valhalla, Void Gaming, OBSBOT, FortuneBox, Thunderpick, Socios), operates an official e-commerce merchandise store, and competes in international tournaments for prize money.

Product overview

Alliance is a globally recognized esports organization headquartered in Gothenburg, Sweden, established in 2013. The organization operates as a multi-title esports powerhouse with competitive divisions across Counter-Strike 2, Apex Legends, Delta Force, Naraka, Marvel Snap, Chess, and FGC, along with an Ambassadors/Creators program. Alliance's flagship divisions include their Apex Legends team (World Champions at EWC 2024 with three consecutive Pro League titles) and their Counter-Strike 2 roster competing toward Major qualification. The organization complements its esports operations with a merchandise shop selling official apparel and accessories, custom gaming controllers via Void Gaming partnership, and fan engagement platforms including the Socios fan token. Alliance maintains a player-owned philosophy and has accumulated 58 championship trophies, over 150 tournament wins, and over 350 podium placements across 18 esports titles since inception.

Differentiator

Problem solved

Functional benefit

Products and services

• Alliance Delta Force Division Competitive Delta Force esports division launched in 2026 as a founding Partner Team in the Delta Force RISE Series EMEA, featuring roster including Kevin 'easyYyY' Schweig as captain and Granit 'GRIND' Mustafa as IGL.
• Delta Force Pro League (China) Engagement Alliance's preliminary competitive engagement in Delta Force through participation in China's premier domestic competition ahead of the EMEA program commitment.
• Alliance PUBG Mobile Division Competitive PUBG Mobile division formed with 4 Russian players, fresh off a win at The Hunger Games tournament, marking Alliance's expansion into Russia/CIS market.
• Alliance Counter-Strike 2 Division Professional CS2 team competing in European tournaments including the VRS circuit toward CS2 Majors, with recent wins at Svenska Cupen 2025 and CCT Season 3: Europe.
• Alliance Marvel Snap Division Competitive Marvel Snap division featuring player Lowell Joaquim Fitas, representing Alliance in the digital card game competitive scene.
• Alliance Merchandise Shop Official Alliance e-commerce store selling jerseys, hoodies, t-shirts, caps, accessories, and limited edition collectibles including the Ratpack Base Collection and Alliance EWC Championship Hoodie.

Quantifiable outcome

• 3 consecutive ALGS Pro League titles during 2024/25 seasons
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered core, flagship and minor.

• Delta Force (Team Jade / TiMi Studio)coreStrategic or Co-development Partner · 1 June 2026Alliance joined Delta Force RISE Series as a founding Partner Team in EMEA. Competes for guaranteed slot in $1,000,000 prize pool regional circuit spanning two seasons in 2026. Delta Force developed by Team Jade, part of TiMi Studio Group.
• RazerflagshipGTM or Marketing Partner · 1 May 2026Razer is Alliance's main sponsor and exclusive peripheral partner since 2013 (with a period apart). The partnership was renewed for two more years through 2027. Razer provides elite 'Pro' line peripherals including Viper V4 Pro, DeathAdder V4 Pro, Huntsman V3 Pro 8KHz, and BlackShark V3 Pro. Alliance participates in Razer R&D product development feedback.
• OBSBOTcoreTechnology or Integration · 1 April 2026AI-powered videography technology company. Partnership began June 2025, renewed for 2026. OBSBOT provides Tail Air and Tail 2 cameras for content production. Pro players equipped with Tiny 2 4K webcams. Coaching staff uses smart tracking for player analysis.
• CelcomDigiminorOthers · 1 January 2026Malaysian telecommunications company appearing on Alliance sponsors page. Partnership details not fully specified in available sources.
• GamdomcoreGTM or Marketing Partner · 1 December 2025Cryptocurrency gambling platform covering Alliance's Apex Legends and CS2 teams. Partnership provides financial stability for world-class support structures and competitive climb toward CS2 Majors. Includes official jersey branding, community giveaways, and co-produced video content series.
• FortuneBoxminorGTM or Marketing Partner · 1 December 2025Fast-growing online mystery box platform for next-generation collectors. Partnership explores how digital unboxing can bring value to esports fans with high-end tech, TCG collectibles, and esports-focused loot.
• ValhallacoreStrategic or Co-development Partner · 1 September 2025Web3 play-to-earn MMORPG based on Norse mythology and part of Floki ecosystem. Partnership began September 2024, renewed for Year 2 in September 2025. Features Alliance across digital platforms and jersey logos for Apex Legends and CS2 teams. Launched Alliance Guild with play-to-earn rewards for fan community.
• ThunderpickminorGTM or Marketing Partner · 1 September 2025Crypto betting platform partnered with Alliance for Thunderpick Streamers Cup CS2 tournament. Event featured 64 streamers competing for $2,000 prize. Showcased Thunderpick's new BetPeek Live 3D experience.
• Tele2minorGTM or Marketing Partner · 1 July 2024Swedish telecommunications company partnered for Tele2 Alliance Academy initiative to discover young Swedish CS2 talents through Esportal platform. Academy players receive coaching, bootcamps at HQ, and Tele2 broadband for one year.
• Void GamingcoreTechnology or Integration · 1 June 2024Japanese custom controller manufacturer and Alliance Apex Legends division partner since 2024. Partnership renewed for Year 3 in June 2026. Void Gaming provides custom-built controllers with rear buttons, Smart Trigger and Smart Bumper technology. Created Raijin and Fujin inspired controller collection for Alliance players Effect and Unlucky.
• SociosminorGTM or Marketing Partner · 1 January 2024Blockchain-enabled fan token platform. Alliance has a fan token ($ALL) listed on Fantokens.com. Platform enables fan engagement and community rewards.

Scale indicators5 records

Recent moves10 records

Expansion highlights6 records

Direct peers

• Astralis: Counter-Strike focused esports organization with strong European roots; comparable as a tier-1 CS2 competitor pursuing Major qualification alongside Alliance's CS2 division.
• OG: Dota 2 heritage org that, like Alliance, won multiple TIs and operates a player-owned ethos; comparable as a competing legacy Dota 2 brand expanding into other esports titles.
• FaZe Clan: Multi-title esports and content organization operating in CS2, Fortnite, Apex Legends and more with a strong sponsor and merchandise business — a comparable commercial blueprint to Alliance.
• Natus Vincere (Na'Vi): Historically Alliance's Dota 2 rival (the legendary TI3 final), now a multi-game esports org competing in CS2 and other titles; directly comparable as a heritage competitor with global brand.
• TSM: Multi-title esports organization with North American roots and global brand; comparable in roster diversification across CS2, League of Legends, and Apex Legends.
• Team Liquid: Multi-title esports powerhouse competing in Dota 2, CS2, League of Legends, Apex Legends and more, with global rosters and brand recognition comparable to Alliance's footprint.
• Cloud9: Multi-game North American/European esports org with divisions in CS2, League of Legends, Valorant and other tier-1 titles; comparable roster diversification and sponsor profile.
• Team Spirit: Multi-game esports organization competing in Dota 2, CS2 and other titles with recent tier-1 success; comparable to Alliance in roster diversification across Eastern and Western titles.
• G2 Esports: European-origin multi-game esports org with strong brand and sponsor portfolio; directly comparable to Alliance in terms of competing across CS2, League of Legends, and other tier-1 titles.
• Fnatic: Long-standing European esports organization competing in CS2, League of Legends, Dota 2 and other titles, with similar multi-game roster depth and brand heritage.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/thealliancegg
• YouTubeyoutube.com/user/theAllianceGG
• Facebookfacebook.com/theAllianceGG
• Instagraminstagram.com/thealliancegg
• TikToktiktok.com/@TheAllianceGG
• LinkedInlinkedin.com/company/alliance-esports-

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Alliance