DreamHack, an ESL FACEIT Group (EFG) brand, has announced a five-year renewal of its partnership in Sweden with Nordic electronics retailer Elgiganten.

The agreement extends Elgiganten’s position as the Presenting Partner and Exclusive Retail Partner for DreamHack’s Swedish festivals through 2029. This extension stands as the longest-running retail partnership in the history of the Swedish gaming and esports market.

Under the terms of the deal, Elgiganten will maintain its physical presence at the events, which includes a 2,000-square-meter on-site retail store, stage giveaways, and product demonstration areas. The renewal coincides with structural adjustments to the festival’s layout, which will introduce a new “Community Hall” dedicated to trading card games, tabletop gaming, and an independent artist marketplace.

Also read:

In a press release, Andreas Jernberg, VP of Brand Partnership Development at EFG, stated 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, noted that “renewing our partnership for a record-breaking five years allows us to dream bigger and invest deeper into the DreamHack experience.”

The multi-year agreement follows EFG’s recent long-term deal with automotive manufacturer Automobili Lamborghini to serve as the Official Automotive Partner for DreamHack festivals in the United States and Europe. The commercial commitments arrive during a shift in DreamHack’s operational strategy. The company recently confirmed it will discontinue its traditional Bring Your Own Computer (BYOC) LAN component after global participation fell below 10% of total ticket holders.

Outside of DreamHack, Elgiganten’s regional esports footprint includes an active three-year jersey sponsorship with Danish organisation Astralis and a previous presenting partnership with the Swedish festival Glitched in 2025.

Subscribe to our TER newsletters here! Including On The Radar a quick weekly wrap up of all esports business stories, and the fortnightly Heat Map, a deeper dive into the stories not to be missed across esports business and culture worldwide.

Follow The Esports Radar on social media: