DreamHack and Swedish Elite Football Association create eAllsvenskan

MTG’s esports company DreamHack has signed an agreement with the Swedish Elite Football Association (SEF) to create eAllsvenskan, a FIFA 19 esports tournament set to take place in spring 2019.

• DreamHack partners with the Swedish Elite Football Association to create eAllsvenskan, an esports extension to the Allsvenskan football league
• eAllsvenskan will kick off on 2 March 2019 as part of the EA SPORTS FIFA 19 Global Series and will be broadcast live by Discovery Networks Sweden
• eAllsvenskan will become Sweden's largest professional FIFA esports tournament

Twelve Swedish football clubs will field a professional FIFA 19 team to compete in the virtual tournament from March to May 2019 – at the same time as the Allsvenskan’s 95th season kicks off. eAllsvenskan will serve as an official qualifier for FIFA eWorld Cup 2019™.

The first season of eAllsvenskan will feature 147 matches and will be broadcast live by Discovery Networks Sweden on the Kanal 9 TV channel and Dplay digital platform.

Peter Nørrelund, EVP, Head of Product Development and Incubation at MTG, and Co-CEO of DreamHack: "We are witnessing a new generation of professional athletes, who may never have stepped foot on a football pitch but who are capable of drawing substantial audiences with their highly skilled gameplay. DreamHack supports this emerging talent by joining forces with national football associations and elite football clubs. Together, we create local leagues and deliver a high-quality entertainment product that engages passionate fans live, on air and online.”

Mats Enquist, Secretary General of the Swedish Elite Football Association: “We see significant value in having an established partner in the esports space such as DreamHack. I’m delighted to see Swedish football clubs recognising the potential of esports and how it can help reinforce football’s position as one of the most followed sports in the world.”

In October 2018, MTG announced that DreamHack and the Danish Superliga created eSuperliga, the first national FIFA esports league of its kind, broadcast live on Discovery Networks’ Canal 9 and Dplay in Denmark. A professionally produced esports entertainment product, DreamHack’s eSuperliga has drawn strong viewership among young audiences and become a powerful counterpart of traditional football content on air and online.

DreamHack’s partnerships with the Swedish and Danish football leagues have been made possible by significant improvements in esports’ competitive ecosystem, combined with the global rise of live streaming and the growing esports audience.

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