Recently, DreamHack, a mammoth Tournament organizer declared new alliance with Elgiganten, one of the largest home electronics and appliances retailers in the Nordics.

As per the multi-year agreement Elgiganten will become the Official Nordic Partner of DreamHack. Also, the retailer will put emphasis on DreamHack Summer and DreamHack Winter in Jönköping, Sweden, starting this year.

In a press release,  DreamHack Co-CEO Marcus Lindmark,

I see great opportunities with our partnership with DreamHack. I believe we can strengthen each other. In addition it will 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

Marcus Lindmark

Niclas Eriksson, CEO at Elgiganten further added that,

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

Niclas Eriksson

What’s More?

With great powers come great responsibilities as now Elgiganten will have to elevate its presence by running all of the festivals at DreamHack events.

The partnership also states that DreamHack merchandise to be sold at Elgiganten stores along with tickets to DreamHack’s festivals.

This strategic allegiance isn’t the first time the two parties have associated. The Elgiganten is official partner of the maiden event- Northern League of Legends Championship. DreamHack in association with Riot Games operates this unique championship.

By Tanya Mishra

A Writer 'All Ghillied Up' as a Gamer.

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