Copper Street Innovation and its brand “Dirtwater Fox Brewery” becomes the Official Cola Soft Drink of the eAllsvenskan Season 2021. 

eAllsvenskan is Sweden’s largest professional FIFA competition, and part of the FIFA Global Series. Clubs from the Allsvenskan and Superettan compete for the title and prize money of 200.000 SEK and those all important ranking points in the hunt for a place in the FIFA eWorld Cup World Championship.

DreamHack Sports Games started producing and marketing this prestigious tournament in 2021 with the aim of growing the fan base and engagement levels across Sweden which provides companies like Copper Street Innovation a platform to market directly to an engaged esports audience.

This exciting partnership means that Dirtwater Fox Brewery will be the first Official Cola Soft Drink of the eAllsvenskan and enjoy a suite of marketing assets including the creation of branded content, digital activation and product placement within the live broadcasts. Furthermore, Dirtwater Fox Brewery’s partnership rights will entitle them to develop, produce and sell the first ever co-branded eAllsvenskan cola drink and a new limited-edition design and flavour will be launched in stores in February 2022.

All Dirtwater Fox Brewery’s soft drinks are organic and free from caffeine and dyes and the limited-edition eAllsvenskan drink will be no different meaning fans and players of the league can enjoy a healthy drink while enjoying all the live action.

Founded in 2017, the brand tech company Copper Street Innovation started off with two brands, the EB Nordic Tonic and the soda of Dirtwater Fox Brewery. The business concept is based on creating, developing and building strong, powerful brands where the company itself is in control over the complete product journey, from the initial product idea to the hands of the consumer. The company is located in Norrköping, Sweden but with business interests globally.

Over the years the product portfolio has grown and today includes five different brands within the food and beverage industry. 

”We’re excited to be a part of this amazing eAllsvenskan journey. It’s with huge pride we enter the partnership and we’re quite certain that this is the perfect match between two edgy companies!” says Fredrik Fjellman CEO of Copper Street Innovation.

Scott Steedman, CCO of DreamHack Sports Games said “We strongly believe that the partnership with Copper Street Innovation, a company which is inventive, ambitious and bold will enable us to build and strengthen both the eAllsvenskan brand and its community. We are particularly looking forward to seeing and enjoying the new co-branded eAllSvenskan drink early in the New Year. “

The Swedish Professional Football Leagues is a member organisation acting on behalf of the clubs in Allsvenskan and Superettan. The mission is to promote and develop men’s elite football domestically in Sweden; sportingly, financially, commercially as well as administratively. eAllsvenskan was established as SPFL’s esport league back in 2019 and is now in its fourth season.

“We’re delighted to welcome Copper Street Innovation on board on the journey with eAllsvenskan, in our mission to continue to build the league and brand into a stronger position, which our partnership will enable us to do.” said Nicklas Mether, Project Lead for eAllsvenskan at Swedish Professional Football Leagues.

For Further Information:
Casper Heiselberg, Director of Marketing Operations,