MTG eSports unit in move to create new Swedish tournament

Modern Times Group (MTG)-owned eSports outfit DreamHack has teamed up with the Swedish Elite Football Association to create eAllsvenskan, a FIFA 19 eSports tournament set to take place in the spring.

The eAllsvenskan will kick off on March 2 as part of the EA Sports FIFA 19 Global Series and will be broadcast live by Discovery Networks Sweden

According to MTG, 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 the FIFA eWorld Cup this year.

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.

The latest deal follows one between DreamHack and the Danish Superliga last year to create eSuperliga, described by the company as the first national FIFA eSports league of its kind, broadcast live on Discovery Networks’ Canal 9 and Dplay in Denmark.

Peter Nørrelund, EVP, Head of Product Development and Incubation at MTG, and Co-CEO of DreamHack, said: “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 said: “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.”