Major UK electrical retailer Currys PC World has partnered with DreamHack, sponsoring the 2020 season of the UK League Championship (UKLC). 

Currys PC World joins Barclays bank as sponsor of the UKLC, which started on 14 June and will see Northern European League of Legends teams compete through August.

There’s a prize pool of GBP £20,000 and the top two teams will be eligible to win a sport in the Northern League of Legends Championship (NLC) – the new ecosystem covering Finland, Norway, Denmark, Sweden, the United Kingdom, and Ireland, of which UKLC is now a part. 

Commenting on the partnership Co-CEO of DreamHack, Roger Lodewick, said:

“We are grateful for the support of Currys PC World. The UKLC season has been off to a great start this week, and we know this sponsorship will help DreamHack continue to offer an exceptional experience for our fans, teams, organizers and partners.”

While Head of Gaming at Currys PC World, Nick Hayden, added:

“We’re super excited to kick-off this partnership with DreamHack. Grass roots esports is a really important entrance for aspiring esport players and DreamHack UKLC is a platform into the world’s most competitive Esport Leagues.

“Currys PC World strives to offer the very best in PC Gaming, with independent benchmarks on all our PC’s so gamers know exactly what performance they will get straight out of the box — a wide range of components for upgrades and the best accessories every gamer needs to win. We are delighted to play our part helping gamers play better. The Championship has launched and I’m looking forward to seeing the teams grow and use their skills to compete their way to the finals.”

AYO.NEWS says:

Currys PC World is a household name in the UK, but no one can pretend it’s got an exciting image, even if it does sell a lot of gaming gear in among the fridge freezers and washing machines. Maybe esports sponsorships like this can inject a bit of life into the familiar retail park name. 

Staying with DreamHack, at the end of April, the company, along with ESL, entered a 3-year broadcast rights deal with streaming platform Twitch. 

‘AYO.NEWS says’ features the opinion of the author and does not necessarily reflect the views of Pentagon Digital Limited or its affiliates or associates. 

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