ESL FACEIT Group (EFG) has announced a new partnership deal with American Licorice Company to bring its SOUR PUNCH brand to DreamHack Atlanta 2026, which is set to take place from 15 to 17 May at the Georgia World Congress Center.
As part of the deal, SOUR PUNCH will introduce the SOUR PUNCH Arcade, a dedicated space on the show floor featuring retro arcade gaming stations. The brand will also be part of the DreamHack Quest, a festival-wide activity where fans can complete tasks at different booths. Visitors who take part in activities at the SOUR PUNCH Arcade will be able to earn rewards and progress in the quest.
Other activities at the SOUR PUNCH booth will include a “Spin to Win” feature, where attendees can win candy and branded merchandise. The SOUR PUNCH mascot, Pun-chi, will also be present throughout the weekend for meet-and-greets and photo opportunities. In addition, SOUR PUNCH products will be available across the venue for attendees.
Andreas Jernberg,VP Brand Partnership Development at ESL FACEIT Group, said, “DreamHack is all about creating an immersive lifestyle experience for our community, and partnering with American Licorice Company’s SOUR PUNCH Brand allows us to bring a nostalgic yet fresh energy to the floor. The SOUR PUNCH Arcade is a perfect example of how we can blend classic gaming with iconic brands to give our fans in Atlanta something truly mouthwatering and memorable.”
“Gaming and SOUR PUNCH have always gone hand-in-hand for fans who want a delicious snack while they play. Seeing our mascot and arcade come to life at DreamHack Atlanta is the perfect way to connect with the gaming community,” said Kristi Shafer, VP of Marketing at American Licorice Company.
The DreamHack Atlanta 2026 event features a combination of top-tier esports tournaments and global qualifiers across several popular games. The main highlight is IEM Atlanta 2026, a Tier-1 Counter-Strike 2 (CS2) competition with top international teams featuring a $1 million prize pool. Alongside it is CDL Major III, bringing professional Call of Duty League teams to compete in Atlanta.
The festival also hosts ‘Road to Esports World Cup’ qualifiers across multiple titles, as well as casual community tournaments and free-play activities that are open to all attendees.
Away from the DreamHack event, ESL FACEIT Group has been steadily stacking up deals across its other events. Recently, EFG partnered with AutoFull as the Official Chair Partner for the ESL Pro Tour of Counter-Strike 2, and also teamed up with streaming platform KICK to broadcast its CS2 and Dota 2 events.
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