Brand Activation

US Navy on Deck as Newest Partner for DreamHack & ESL North America

DreamHack and ESL North America recruited the US Navy for a joint partnership that will see the military branch designated an Official Festival Partner at DreamHack Anaheim on February 21-23 as well as DreamHack Dallas on May 22-24. Within the U.S. Navy’s experiential activation onsite, the US Navy will host a LAN station, where fans can challenge Naval officers and veterans to compete in a variety of game titles.

“The Navy is excited to partner with DreamHack and ESL as we enter the esports space,” said Rear Admiral Brendan R. McLane, Commander, U.S. Navy Recruiting Command. “Like the Navy, esports requires a variety of skills and roles, and a strong commitment to continual improvement. Our partnership will help align the U.S. Navy’s passion for competition with esports fans both onsite at DreamHack North American events and through unique online content on ESL channels.”

As part of this partnership, the US Navy will serve as the first-ever Presenting Partner of BYOC at both Anaheim and Dallas and will be integrated with all aspects of the platform, complete with a dedicated Navy row, Navy-sponsored BYOC tournaments, and officers engaging with BYOC-ers all weekend. In addition, there will also be Naval IT/Engineers available onsite to assist with BYOC set-up and take-down.

“We are honored to have this partnership with the U.S. Navy,” said Marcus Lindmark, Co-CEO, DreamHack. “We know gaming is a hobby for many who serve their country, so to unite our festivals in Anaheim and Dallas with this respected military branch is particularly meaningful to us. The Navy will bring some really unique activations to our fans in the U.S. and we are looking forward to offering this experience to our attendees.”
The U.S. Navy will also be integrated into DreamHack’s esports broadcasts, including DreamHack Open. Navy’s onsite activations and experiences will be captured through branded content and distributed on DreamHack esports broadcasts and ESL channels.

“ESL and DreamHack are constantly looking to engage with fans in new ways, and our partnership with U.S. Navy will allow us to highlight these unique experiences across our media channels to reach viewers,” said Paul Brewer, Senior Vice President of Brand Partnerships, ESL. “Our hope is to expose North American esports fans to the Navy’s offerings and to develop shared experiences that help to support our U.S. Armed Forces.”