DreamHack Sports Games, MTG’s sports simulation business unit, and Swedish interest organisation Svensk Elitfotboll have announced drinks brand Dirtwater Fox Brewery as the latest sponsor for its 2022 eAllsvenskan season.
As a result of the deal, the brand will be named the official cola soft drink for Sweden’s largest competitive FIFA league.
Dirtwater Fox Brewery becomes the first soft drink partner of the league, with the firm creating a co-branded drink that will launch in February 2022. Alongside the drink, the two parties will collaborate on a range of branded content and digital activations during broadcasts.
Fredrik Fjellman, CEO of Copper Street Innovation, spoke on the partnership: ”We’re excited to be a part of this amazing eAllsvenskan journey. It’s with huge pride we enter the partnership and we’re quite certain that this is the perfect match between two edgy companies,”
The eAllsvenskan is one of several tournaments that are a part of FIFA 22’s Global Series, which culminates with the FIFAe Club World Cup. Participants include a number of football clubs from the Allsvenskan and Superettan. Winners of the Swedish league will secure qualification for the tournament alongside a share of SEK 200,000 (~£16,624) in prize money.
Nicklas Mether, Project Lead for eAllsvenskan, added: “We’re delighted to welcome Copper Street Innovation on board on the journey with eAllsvenskan, in our mission to continue to build the league and brand into a stronger position, which our partnership will enable us to do.”
Esports Insider says: The eAllsvenskan clearly has value in the Swedish esports market, as highlighted Dirtwater Fox Brewery becoming its latest partner. It will be interesting to see if this particular deal can attract more potential sponsors as everyone heads towards the end of 2021.