Financial terms of the deal are not disclosedDREAMHACK
Esports festival DreamHack will make a comeback in Germany after an almost three-year hiatus. Esports and gaming marketing and productions agency Freaks 4U Gaming announced today that it’s entered a multiyear partnership with Deutsche Messe to bring DreamHack to its exhibition center in Hanover. The initial DreamHack Hannover event is planned for December. Financial terms of the deal are not disclosed.
DreamHack Hanover will be a four-day festival featuring all activities the event is known for, including esports tournaments, music performances, cosplay competitions, an exhibition area and the DreamHack-defining LAN party area. Additionally, the organizers are working on B2B opportunities for brands, publishers and other stakeholders.
As part of its DreamHack license-holder status, which became effective in 2022, Freaks 4U handles the development of the format in its markets. Freaks 4U CEO Michael Haenisch told Sports Business Journal that his company was in an open dialogue with ESL Gaming and Leipziger Messe long before the license agreement with ESL Gaming was signed.
