DreamHack and Elgiganten Announce Record-Breaking Five-Year Partnership

DreamHack, an ESL FACEIT Group (EFG) brand, today announced a historic five-year renewal of its partnership with Elgiganten. This landmark extension secures Elgiganten’s position as the Presenting Partner for DreamHack’s Swedish festivals through 2029, as well as being the Exclusive Retail Partner, marking the longest-running retail partnership in the history of the Swedish gaming and esports market.

At a time of rapid evolution within the industry, this half-decade commitment underscores a profound level of stability and mutual trust. This renewal solidifies Elgiganten’s status as the undisputed "Home of Gaming" across the Nordic region.

More than a traditional sponsorship, Elgiganten has become woven into the fabric of the DreamHack experience. As both the official Presenting Partner and Exclusive Retail Partner, Elgiganten retains exclusive retail and hardware rights, ensuring they remain the primary destination for the tens of thousands of gamers who descend upon the festival each year.

"Elgiganten isn't just a name on a banner; they are a cornerstone of the DreamHack community," said Andreas Jernberg, VP Brand Partnership Development at ESL FACEIT Group. "Extending our journey for another five years, a record for our market, proves that the bridge between retail and the gaming lifestyle is stronger than ever. We are thrilled to continue building the 'Home of Gaming' alongside a partner that truly understands our fans."

"We have always aimed to be more than just a place to buy hardware; we want to be the heartbeat of the gaming community in the Nordics," said Alexander Åberg, Gaming Content & Event Manager at Elgiganten. "Renewing our partnership for a record-breaking five years allows us to dream bigger and invest deeper into the DreamHack experience. From our 2,000 sqm store to the '1337 moments' on stage, we are proud to officially remain the 'Home of Gaming' for years to come."

Fans can expect the continued presence of Elgiganten’s massive festival footprint, which includes:

• The Elgiganten Mega-Store: A massive 2,000+ sqm retail experience located directly within the expo, offering the latest in hardware, peripherals, and exclusive festival deals.

• The "1337 Moment": A fan-favorite daily ritual on the DreamHack stage, where Elgiganten and its partners distribute premium merchandise and gear to the crowd.

• Immersive Activations: A dedicated high-energy activation area designed to showcase next-generation gaming tech and interactive experiences.

• Integrated Branding: The continued use of the prestigious co-branded DreamHack festival logo, symbolizing a unified vision for the future of Nordic gaming.

This long-term deal serves as a powerful signal of strength within the Nordic esports ecosystem. By committing to a five-year term, Elgiganten demonstrates its unwavering belief in the growth of gaming culture and its dedication to providing the community with a physical touchpoint for the world's best technology.

About DreamHack
DreamHack is where the gaming world comes to life. More than a festival, it’s a celebration of play, competition, and community — all under one roof. Whether you're here to meet your favorite creators, compete on stage, watch the greatest tournaments, explore new games, or adventure into our immersive expo, DreamHack is the place to connect, share, and create unforgettable moments. From esports tournaments and cosplay championships to music, gaming, and hands-on experiences, every corner is alive with energy and excitement. DreamHack is part of ESL FACEIT Group, the leading competitive games and esports company.

About ESL FACEIT Group
ESL FACEIT Group (EFG) is the leading esports and video game entertainment company dedicated to creating worlds beyond gameplay where players and fans become community. EFG is built on a legacy of world-renowned brands including ESL, FACEIT, DreamHack and DreamHack Sports Games, providing innovative ecosystems for global communities of players, fans and creators around the games they love. Working alongside leading partners, brands and global IPs, EFG operates an unmatched portfolio of live events, digital platforms and developer tools that reach and engage millions of gamers worldwide.

For more information visit www.eslfaceitgroup.com.

About Elgiganten
Elgiganten is Sweden's leading retailer of Home Electronics, white goods and kitchens. The company is one of the largest players in Swedish retail and opened its first store in Sweden 1994. Today, Elgiganten has approximately 3,700 employees and 170 stores and department stores throughout the country.

Elgiganten is part of the Elkjøp Group – the largest home electronics chain in the Nordic region with stores in Sweden, Norway, Denmark, Finland, Iceland, Greenland and the Faroe Islands. The Elkjøp Group is owned by the British Currys plc, one of Europe's largest retailers of Home Electronics.