Building a Winning Team

CO-OWNER, Team Liquid

"Winning teams
Deploying attitude and aptitude with passion."
- Peter Guber

Partnership & Leadership

aXiomatic is a broad-based esports and gaming company chaired by four renowned sports, technology, entertainment and investment industry titans.

As co-executive Chairman of the company, Peter leads high end management and strategic decisions around corporate opportunities, branding, talent acquisition and sponsors.

Driven to connect artists and audiences, Peter continues to create franchise properties that are highly leverageable and attractive to media and sponsors.

aXiomatic Chairmen: Peter Guber, Ted Leonsis, Jeff Vinik, Bruce Karsh. Photo: 1UP Studios

The Strategy

As owners, we knew that building a premium management team would be the foundation for creating a portfolio of dynamic holdings in the esports and video gaming industry.

aXiomatic acquired controlling interest in Team Liquid, a top esports team in the U.S. and Europe and also has stakes in esports companies Super League Gaming, Gamer Sensei and Bitkraft. In July 2017, the Walt Disney Company announced an equity investment in aXiomatic.

Photo: 1UP Studios

Timing is Everything

Team Liquid

Team Liquid is a premier esports organization and among the industry’s most storied and respected brands. Team Liquid has more than 45 players competing in over one dozen gaming titles at the highest level of professional play including: “League of Legends,”​​ “CS:GO,” “Dota 2,” “Hearthstone,” “StarCraft 2,” “Halo,” “Street Fighter” and ”SSBM.”

Beyond being a top esports team, Team Liquid is a new media enterprise with business units including Liquid Media, an influencer management agency, and 1UP Studios, the full service production company known for its high-quality esports documentary style filmmaking, and creative commercial content.

Photo: 1UP Studios

DOTA 2 International Championships – TI7

Team Liquid won the 2017 DOTA 2 International Championships which boasted the largest purse in esports history. At TI7, Liquid made history twice: First, for winning the Aegis of Champions; and second, for being the only team to do so by sweeping its competition 3-0.


2017 ESPN Esports Awards – Team of the Year

In 2017, ESPN awarded Team Liquid (DOTA 2) “Team of the Year.”

Photo: 1UP Studios

Photo: 1UP Studios

Historic Legacy – Future Minded Growth

Partnership with Riot Games (NA LCS)

In November 2017, Team Liquid became a permanent partner of Riot Games and the North American League Championship Series (NA LCS), the professional league for the world’s most popular esport, League of Legends.

Partnership with Alienware

In January 2018, Team Liquid announced their new headquarters, the Alienware Training Facility (ATF). At 9,000 square feet, and just minutes from Riot Games LCS Studio, this new location will serve as the foundation of our organization in North America.

Our partnership with Alienware epitomizes performance and innovation and will change the way Team Liquid plays, practices, and works as an organization.

Team Liquid competing at ESL Hamburg. photo: 1UP Studios

Aim For Their Hearts

photo: Dave Carlson

Aim For Their Hearts

“Our strategy was built it and they will come…Our winning management team put a premium on relationships while aiming for our audience’s hearts, not their wallets.”



Connect With Peter