Press release -
DreamHack Atlanta names SOUR PUNCH® Candy an Official Partner, Featuring their “SOUR PUNCH® Arcade”
ATLANTA, GA – DreamHack, the world’s premier gaming lifestyle festival, has announced an official partnership with SOUR PUNCH, for the upcoming DreamHack Atlanta, taking place on 15-17 May, where the iconic SOUR PUNCH® brand will level up the fan experience with an immersive show-floor activation.
The partnership centers on the debut of the SOUR PUNCH® Arcade, a dedicated nostalgic gaming destination within the Georgia World Congress Center. This activation merges the high-energy world of competitive gaming with the bold, tangy flavors of SOUR PUNCH®, offering attendees a unique "sweet-yet-sour" break from the festival action.
The SOUR PUNCH® Activation at DreamHack Atlanta:
- The SOUR PUNCH® Arcade: DreamHack attendees can visit a massive footprint on the show floor featuring a curated selection of retro arcade gaming stations.
- The DreamHack Quest: SOUR PUNCH® is an official stop in the DreamHack Quest. Fans can complete specific interactive tasks at the arcade to earn rewards and progress through the festival-wide scavenger hunt.
- SPIN TO WIN: Stop by to take a chance to win candy, branded merch and more!
- Mascot On-Site: The official SOUR PUNCH® Mascot, Pun-chi can be found at the SOUR PUNCH Arcade throughout the weekend for fan meet-and-greets and high-energy photo ops.
- Product Placement: SOUR PUNCH® treats will be integrated throughout the festival grounds, ensuring players have access to their favorite snacks during intense gaming sessions.
"DreamHack is all about creating an immersive lifestyle experience for our community, and partnering with American Licorice™ Company’s SOUR PUNCH Brand allows us to bring a nostalgic yet fresh energy to the floor," said Andreas Jernberg, VP Brand Partnership Development at ESL FACEIT Group. "The SOUR PUNCH® Arcade is a perfect example of how we can blend classic gaming with iconic brands to give our fans in Atlanta something truly mouthwatering and memorable."
"We are excited to connect the SOUR PUNCH® brand with the heart of the gaming community through this DreamHack partnership," said Kristi Shafer, VP of Marketing at American Licorice™ Company. "Gaming and SOUR PUNCH® have always gone hand-in-hand for fans who want a delicious snack while they play. Seeing our mascot and arcade come to life at DreamHack Atlanta is the perfect way to connect with the gaming community."
DreamHack Atlanta 2026 will bring the full festival experience fans have come to expect, and more, including:
- Esports tournaments
- Cosplay competition
- Content Creators, celebrities, and voice actors
- Freeplay & Arcade gaming
- Indie Games
- Artist Alley
- Live DreamHack stage entertainment
- Community-generated programming
- Brand activations, merch, and immersive experiences
- Family-friendly programming and all-ages access
Whether you’re a competitor, a creator, a cosplayer, or a casual gamer, DreamHack is the weekend where every fan belongs.
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About DreamHack
DreamHack is where the gaming world comes to life. More than a festival, it’s a celebration of play, competition, and community — all under one roof. Whether you're here to meet your favorite creators, compete on stage, watch the greatest tournaments, explore new games, or adventure into our immersive expo, DreamHack is the place to connect, share, and create unforgettable moments. From esports tournaments and cosplay championships to music, gaming, and hands-on experiences, every corner is alive with energy and excitement. DreamHack is part of ESL FACEIT Group, the leading competitive games and esports company.
About ESL FACEIT Group
ESL FACEIT Group (EFG) is the leading esports and video game entertainment company dedicated to creating worlds beyond gameplay where players and fans become community. EFG is built on a legacy of world-renowned brands including ESL, FACEIT, DreamHack and DreamHack Sports Games, providing innovative ecosystems for global communities of players, fans and creators around the games they love. Working alongside leading partners, brands and global IPs, EFG operates an unmatched portfolio of live events, digital platforms and developer tools that reach and engage millions of gamers worldwide.
For more general information on ESL FACEIT Group, visit eslfaceitgroup.com, the EFG Newsroom or follow ESL FACEIT Group on LinkedIn.
About American Licorice™ Company
Family-owned and operated since 1914, American Licorice™ Company is a leader in the confectionery industry, dedicated to bringing "happiness in every bite." With a portfolio that includes the legendary SOUR PUNCH® and Red Vines® brands, they continue to innovate while maintaining a century-long tradition of quality.
About the Sour Punch® Brand
Sour Punch® candy is the brand of mouth-watering, sweet-yet-sour chewy treats that excite candy fans of all ages. One of the first brands to enter the sour candy market in the 1990s, Sour Punch® candy continues to tease taste buds with its fun colors and fruity flavors, all packing the extra "punch" of sweet and sour. Sour Punch® candies satisfy that sour craving through its many forms: Straws, Bites, Twists, and shapes. The American Licorice Company (ALC) produces Sour Punch®. ALC is privately held and established in 1914, is one of the original licorice manufacturers in the United States and one of the oldest candy companies in the industry.
