Samsung Official Partner for UK Festival Debut
Samsung are set to bring an immersive gaming experience to Birmingham’s NEC, celebrating the pinnacle of gaming, live entertainment, and culture as the landmark festival arrives on British shores for the first time to redefine the UK’s gaming landscape.
Players can compete in a daily PUBG Mobile leaderboard at the Galaxy Café for a chance to win a Samsung Galaxy S26 Ultra, alongside DreamHack collectables and complimentary drinks.
Birmingham, 16th March, 2026: DreamHack, the world’s premier gaming lifestyle festival, has announced Samsung as an official partner for DreamHack Birmingham 2026, taking place at the NEC from 27-29 March 2026, bringing cutting edge Galaxy gaming technology to the festival’s first ever event in the United Kingdom. The partnership highlights the growing commercial momentum around DreamHack festivals and reinforces DreamHack’s position as a leading platform for global brands looking to engage with gaming communities.
At the centre of this collaboration is the Galaxy Café, a bespoke activation hub designed to blend world-class mobile gaming with a premium festival atmosphere. Outfitted with the new, cutting-edge Samsung Galaxy S26 Ultra mobile devices and Samsung TVs, the booth serves as a flagship destination for DreamHack Birmingham attendees to experience the future of handheld performance.
The Galaxy Café will host a variety of competitions and community-forward activities for attendees, designed to reward everyone from casual players to elite competitors, including features such as:
- Winner Winner Chicken Dinner: Players who secure a ‘Chicken Dinner’ (1st place) in any Galaxy Café PUBG Mobile lobby will be rewarded exclusive DreamHack collectables. Beyond the competition, simply completing a session will earn players a complimentary gourmet coffee or hot chocolate to fuel their next match.
- Top the Daily Leaderboard and Win a Samsung Galaxy S26 Ultra Phone: Secure a Top 20 spot in the daily leaderboard to receive a £30 DreamHack Merchandise voucher and qualify for the grand finale, where players can enter a custom lobby battle for the chance to win an all-new Samsung Galaxy S26 Ultra.
- Beat the VIP: Go head-to-head against high-profile personalities in limited-time ‘Beat the VIP’ matches. Fans who manage to out-manoeuvre their idols in-game can unlock DreamHack collectables, and every player who joins a VIP match earns a free coffee or hot chocolate at the Café.
“We are thrilled to welcome Samsung as an official partner for DreamHack Birmingham,” said Andreas Jernberg, VP Brand Partnership Development at ESL FACEIT Group.. “Samsung’s Galaxy technology and DreamHack’s community driven festivals are a perfect match. The Galaxy Café will give fans a chance to experience cutting edge mobile gaming while competing, meeting creators, and being an active part of creating gaming culture at DreamHack..”
DreamHack Birmingham (March 27 – 29, 2026) will mark the festival’s first time in Birmingham, uniting gaming communities for three days of hands-on gaming, creator meet-ups, esports, cosplay, live entertainment, and playable moments. DreamHack is the world’s leading gaming lifestyle festival, bringing together all gaming communities to celebrate games and internet pop culture.
DreamHack Birmingham tickets are still available from £25. Find out more at dreamhack.com/birmingham and esl-one.com/birmingham.
About Samsung
Samsung is dedicated to helping to create human-driven innovations that defy barriers to make gaming better for every gamer. The Samsung Galaxy S26 Ultra was built for gamers, with the latest powerhouse chipset / Qualcomm chipset optimized for gaming workloads and a newly designed vapour chamber improving heat dissipation by up to 21% to sustain performance for longer gaming sessions without losing quality.
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.
Press Contacts
Nick Caplin | EFG | VP Corporate Communications & PR
Georgina Vincent | Swipe Right | Associate Director
press@efg.gg
efg@swiperight.gg
