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DreamHack Sports Games announces three-year Elgiganten partnership

DreamHack Sports Games, MTG’s sports simulation business unit, has announced a three-year partnership with electronics retail company Elgiganten.

As a result of the agreement, Elgiganten SE and Elgiganten DK will become official partners of the eAllsvenskan and eSuperliga respectively.

Image credit: DreamHack Sports Games

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The eSuperLiga, which created in partnership with DreamHack Sports Games and the Danish Superliga, features 15 clubs in Denmark competing as part of FIFA’s esports calendar. Last year, Elgiganten was named as an official partner of the competition’s fifth season.

Moreover, the DreamHack Sports Games recently announced a partnership with the Swedish Professional Football League (SEF) to assist with the development of the eAllsvenskan.

Scott Steedman, COO for DreamHack Sports Games, commented: “Our season 5 on eSuperliga was the best performing to date, thanks to world-class TV production and well-integrated digital content delivered by Dreamhack Sports Games.

“We see it as a huge proof of product, when a brand like Elgiganten choose to not only extend their partnership on eSuperliga, but also choose to add eAllsvenskan to the collaboration.”

According to the release, the partnership is expected to provide fans with behind-the-scenes content and giveaways across eSuperliga and eAllsvenskan’s social channels, alongside other planned activations such as the Elgiganten Soccer Challenge.

Roger Kyng, Senior Product and Business Development Manager of Gaming of Elkjøp Nordic, said: “After our first run with DreamHack Sports Games and Xbox this fall season of the eSuperliga, we all agreed that we needed to continue this journey together. 

“We are thrilled that we can play a small part in expanding this amazing product to Sweden and can’t wait to see all the talented players in action!

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eSuperliga’s previous partners include the likes of peripherals firm HyperX, gaming chair brand L33T-Gaming, and eManager, among others. This is eAllsvenskan’s first partnership since its deal with DreamHack Sports Games was announced in February this year. 

Claus Thomsen, CEO of the Danish Football League, added: “The creation of eSuperliga set new standards for the deliverance of Sports Games to the fans and an unprecedented fan engagement with the Clubs, the Liga and stars and talents in the teams.

Nicklas Mether, Swedish Professional Football Leagues, concluded: “We’re delighted to get Elgiganten onboard on the journey to take eAllsvenskan to the next level, and look forward to collaborating together in the coming years.”

Esports Insider says: DreamHack Sports Games’ new partnership with Elgiganten is significant in highlighting how existing partners felt the eSuperliga performed from a commercial standpoint. The fact that the electronics retailer renewed and expanded its agreement into the eAllsvenskan, can only be seen as a positive sign for MTG’s sports simulation business unit. It’ll be interesting to see if any other partners make the same move.

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