Danish esports organisation Copenhagen Flames has announced a three-year extension of its partnership with electronics retail company Elgiganten.
Exact financial details of the agreement have not been disclosed, however, Copenhagen Flames has stated that it is a ‘seven-figure’ deal in Danish krone. To put the figure into perspective, 1m DKK is equivalent to GBP115,000 at the time of this writing.
Photo credit: Copenhagen Flames
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Elgiganten first teamed up with the esports organisation in 2016. Earlier this year, both parties collaborated to launch a Danish Fortnite tournament called Elgiganten Invitational.
As a result of the expansion, the company will remain as Copenhagen Flames’ main sponsor. Moreover, Elgiganten’s logo will still be prominently featured on the esports organisation’s jerseys.
Via a translated release, Copenhagen Flames’s CEO and Founder Steffen Thomsen, stated: “It feels a bit like an adventure when I think of our partnership with Elgiganten. They took a chance with us back in 2016, where we were completely green and not yet able to present much other than a vision and a strategy.
“Now we are here five years later, where Elgiganten has given us support regardless of ups and downs and where we have delivered everything that was hoped for and more. That is why I am also extremely pleased that we have signed a historic agreement that extends and strengthens our partnership for the next three years.”
Earlier this year, Elgiganten also announced a three-year agreement with DreamHack Sports Games (DSG). This deal saw Elgiganten SE and Elgiganten DK become partners of DSG’s FIFA league’s, the eAllsvenskan and eSuperliga.
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Casper Mortensen, Assistant Sales Manager at Elgiganten, added: “Helping to support and strengthen esports has long been a priority for Elgiganten. Denmark has taken the leading position for esports and at the same time the interest in gaming and esports has never been greater.
“That is why the collaboration with Copenhagen Flames is something that has made really good sense to us throughout.”
Esports Insider says: This is a significant deal for Copenhagen Flames. The partnership continues to add value to the organisation’s impressive commercial portfolio, which includes the likes of Red Bull and Razer. It’ll be interesting to see what activations both entities have planned next.