Increasingly popular esports events can be used to brand a destination. Esports events involve diverse stakeholders (e.g., local authorities and media), and understanding their role in esports events is necessary. Hence, the purpose of the paper is to uncover the role of these stakeholders in esports events, based on interviews conducted with these stakeholders. DreamHack, a hallmark esports event held in the city of Jönköping, Sweden, serves as the focus of this study. The importance of DreamHack to Jönköping is acknowledged due to its city connection, highlighting the need to leverage the event further both physically and digitally.