DreamHack extends Elgiganten retail partnership through 2029
DreamHack renewed a five-year partnership with Nordic retailer Elgiganten, keeping it as Presenting and Exclusive Retail Partner for Swedish festivals through 2029.
DreamHack, a brand within ESL FACEIT Group, has renewed a five-year partnership with Nordic electronics retailer Elgiganten that runs through 2029. The agreement keeps Elgiganten as the Presenting Partner and Exclusive Retail Partner at DreamHack’s Swedish festivals and is the longest-running retail partnership in the Swedish gaming and esports market.
Under the terms of the deal, Elgiganten will maintain a large on-site retail presence at DreamHack’s Swedish events. The retailer will operate a 2,000-square-meter store on site and run stage giveaways and product demonstration areas at the festivals.
The renewal comes as DreamHack adjusts its festival layout. Organizers will introduce a Community Hall dedicated to trading card games, tabletop gaming and an independent artist marketplace.
Andreas Jernberg, vice president of Brand Partnership Development at ESL FACEIT Group, wrote in a press release that the extension “proves that the bridge between retail and the gaming lifestyle is stronger than ever.” Alexander Åberg, Gaming Content & Event Manager at Elgiganten, added that renewing the partnership for five years “allows us to dream bigger and invest deeper into the DreamHack experience.”
The multi-year deal follows ESL FACEIT Group’s long-term partnership with Automobili Lamborghini, which was announced as the Official Automotive Partner for DreamHack festivals in the United States and Europe.
DreamHack has also changed its event operations. The company confirmed it will discontinue its Bring Your Own Computer (BYOC) LAN component after global BYOC participation fell below 10% of total ticket holders.
Elgiganten maintains other regional esports activity, including a three-year jersey sponsorship with Astralis and a presenting role at the Swedish festival Glitched in 2025. The new agreement secures Elgiganten’s retail and branding role at DreamHack’s Swedish festivals through 2029 and defines arrangements for on-site product showcases and fan activations.
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