DreamHack Elgiganten Partnership Renewed Through 2031 In Record Swedish Esports Retail Deal

DreamHack has renewed its partnership with Nordic electronics retailer Elgiganten through 2031, extending the company’s role as Presenting Partner and Exclusive Retail Partner for the brand’s Swedish festivals in what both sides call the longest-running retail partnership in the history of the Swedish gaming and esports market. The five-year renewal, announced on 30 June 2026, keeps Elgiganten’s 2,000-square-metre on-site store, stage giveaways, and product demo areas in place, and lands alongside a festival redesign built around a new Community Hall for trading card games, tabletop gaming, and independent artists.

DreamHack is a brand of ESL FACEIT Group (EFG). The deal runs through 2031, with DreamHack framing it publicly as “five more years” ahead of DreamHack Stockholm this November.

What The Elgiganten Renewal Covers

Elgiganten keeps its full festival footprint under the renewal. The centrepiece is a 2,000-square-metre retail store sited directly inside the expo, stocking hardware, peripherals, and festival-exclusive deals. The retailer retains exclusive retail and hardware rights at DreamHack’s Swedish events, positioning it as the primary purchase point for the tens of thousands of attendees each festival draws.

The partnership also carries the “1337 Moment”, a daily stage ritual where Elgiganten and its partners hand premium merchandise and gear to the crowd, plus a dedicated activation area for next-generation gaming technology and interactive experiences. The co-branded DreamHack festival logo continues under the agreement.

Andreas Jernberg, VP of Brand Partnership Development at ESL FACEIT Group, said the extension “proves that the bridge between retail and the gaming lifestyle is stronger than ever,” describing Elgiganten as “a cornerstone of the DreamHack community.” Alexander Åberg, Gaming Content and Event Manager at Elgiganten, said renewing “for a record-breaking five years allows us to dream bigger and invest deeper into the DreamHack experience,” pointing to the store and the “1337 moments” on stage.

The New Community Hall And Festival Redesign

The renewal coincides with a redesigned festival experience centred on a new Community Hall, a zone built around physical, analog, and social gaming. It houses a TCG Market and Tabletop Area for casual and competitive trading card game and board game fans, with official tournaments, learn-to-play hubs, free-play areas, and hobby vendors selling rare singles, card sleeves, and tabletop expansions.

The hall also adds an Artist Alley and Creative Marketplace spotlighting independent artists, illustrators, and makers across gaming, tabletop, anime, and internet culture, where fans can buy custom playmats, tokens, and products or commission original artwork. A Community Stage and Power-Up Rows host TCG strategy panels, tabletop design workshops, fan Q&As, and dance-offs across the weekend, alongside a Community and Charity Row for local gaming groups and philanthropic organisations.

Meet-and-greet sessions give fans signing sessions, photo opportunities, and interactions with creators, tabletop icons, voice actors, and esports teams. A gamified festival adventure called “Quest” turns the visit into a live-action game of interactive challenges, storylines, and leaderboards across activations and sponsor zones, while a Chill Zone offers a lower-energy space for friends, families, and tabletop guilds away from the show floor.

How The Deal Fits EFG’s Wider Commercial Push

The Elgiganten renewal follows EFG’s recent long-term deal with Automobili Lamborghini as Official Automotive Partner for DreamHack festivals across the United States and Europe. Elgiganten’s regional esports footprint outside DreamHack includes a three-year jersey sponsorship with Danish organisation Astralis and a previous presenting partnership with the Swedish festival Glitched in 2025.

The commercial commitments arrive as DreamHack shifts its operational strategy. The company confirmed it will discontinue its traditional Bring Your Own Computer (BYOC) LAN component after global participation fell below 10 percent of total ticket holders. The next Swedish edition, DreamHack Stockholm, runs this November.