DreamHack looks to bring esports to the high street, as it has made Swedish electronics retailer Elgiganten its official Nordic partner in a multi-year deal. DreamHack events starting with DreamHack Winter 2020 will also see Elgiganten running all merchandise stores.
The partnership is set to run through 2022 with the focus being on DreamHack's Summer and Winter events.
Commenting on the mutually beneficial partnership, Niclas Ericksson, CEO of Elgiganten said: "I see great opportunities with our partnership with DreamHack. I believe we can strengthen each other and make Elgiganten stores a natural place where 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."
Marcus Lindmark, CEO of DreamHack, also 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".
Thanks Esports Insider.