Nordic home electronics and appliance retailer Elgiganten has partnered with digital festival company DreamHack. As part of the multi-year deal, Elgiganten will operate official festival and merchandise stores at certain events, while DreamHack merchandise will also be sold at Elgiganten stores.
In addition, Elgiganten will be partnered with the Northern League of Legends Championship (NLC), and a yet-to-be presented DreamHack initiative.
Financial terms were not disclosed.
The agreement is largely focused on the DreamHack Summer and DreamHack Winter festivals in Jönköping, Sweden, starting this year and running through 2022. Elgiganten will have a total of five event areas at the festivals, with one featuring a stage setup.
Elgiganten is part of the Elkjøp Group, one of the Nordic region’s largest retail companies. In the financial year 2018/19, the group’s sales amounted to NOK 38.3B ($4.3B USD). The Elkjøp Group is owned by British multinational electrical and telecommunications retailer Dixons Carphone Plc.
