Tournament organiser DreamHack has entered a partnership with Swedish consumer electronics retailer Elgiganten that spans multiple years.
The partnership will see the retailer become the offical Nordic partner of DreamHack, focusing on DreamHack’s summer and winter events through 2022.
Beginning with DreamHack Winter 2020, Elgiganten will have an increased presence by running all of the festival and merchandise stores at application DreamHack events.
Niclas Ericksson, CEO of Elgiganten, spoke on the deal in a release: “I see great opportunities with our partnership with DreamHack. I believe we can strengthen each other and make Elgiganten stores a natural place were all gaming enthusiasts can meet up all year-round. At Elgiganten we strongly believe in the store experience and this gives us the opportunity to take our store gaming concept to new heights.”
This partnership isn’t the first time the two parties have collaborated. The Swedish retailer is a partner of the newly-launched Northern League of Legends Championship, which is operated by DreamHack in collaboration with Riot Games.
Marcus Lindmark, CEO of DreamHack, added: “This partnership with Elgiganten will not only provide our visitors with a great onsite experience, but also has the possibility to grow into something larger with DreamHack presence at Elgiganten stores throughout Sweden — truly a great opportunity for us and fans alike”
Esports Insider says: This partnership has the potential to further increase the presence of esports in the Scandinavian region with Elgiganten intending on creating an in-store experience for its customers.