Dell wants the Alienware brand to be more deeply associated with competitive gaming. Instead of just eSports sponsorships like other brands, Dell will attempt to train potential pro gamers directly with the help of Team Liquid. Details are still very scarce on what the online program will involve, but we are expecting more to be revealed during Dell's E3 press conference.
https://www.notebookcheck.net/Alienware-Academy-online-program-aims-to-train-the-next-generation-of-pro-gamers.307938.0.html