Earlier this week, the Inaugural 2024 Esports World Cup took the global stage. The mega event taking place in Saudi Arabia features tournaments for 22 titles across PC, console and mobile and over $60 million in prizes up for grabs.
Given the tournament’s scale, brands that partner with the tournament will gain access to millions of fans set to watch online or attend in-person. That being said, Saudi Arabia funds the Esports World Cup Foundation via its Public Investment Fund (PIF). As a result, participating brands took the gamble that the benefits outweighed the potential reputational risk.
Broadly speaking, the 27 brands partnering with the Esports World Cup 2024 fall into three categories: endemic sponsors, non-endemic brands and Saudi Arabian brands and governmental operations.
Sponsors endemic to gaming
Of the 27 event partners, eight are endemic to gaming and esports. These include hardware, esports-focused professional services and developers behind competitive titles.
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Honor — The Huawei-owned phone manufacturer’s Honor 200 was named the official official smartphone of the EWC.
LG UltraGear — The hardware manufacturer was named the event’s official gaming monitor sponsor.
Bayes Esports and Grid Esports — The Esports World Cup partnered with two of the leading esports data providers to support its event coverage with live match data.
The Esports Awards –The leading esports industry award show signed a deal to host the event during the Esports World Cup through 2026.
Sportfive — The gaming-focused marketing agency is continuing its partnership with the Esports World Cup Foundation as the event’s sponsorship consultancy. Prior to its rebrand, Sportfive supported the event’s previous iteration, Gamers8.
Level Infinite — The Tencent-owned developer behind PUBG Mobile and Honor of Kings signed a multi-year agreement with the EWC to support the growth of its esports ecosystems. This partnership covers the Esports World Cup, but the deal includes additional events and collaborations over the next three years.
Moonton — The publisher of Mobile Legends: Bang Bang has signed a multi-year agreement with the EWC to help the title grow outside of Southeast Asia. The title’s Mid Season Cup will take place at the EWC as well as its first ever its MLBB Women’s Invitational.
Non-endemic brands
Outside of gaming, the Esports World Cup has signed sponsorship agreements with 12 non-Saudi affiliated brands. These include major players in entertainment, FMCG and technology.
Adidas — the apparel brand is the EWC’s official merchandise partner. All players, staff and crew will receive premium kits from the brand. Prior to the EWC, Adidas has sponsored several esports teams including G2, 100 Thieves and North.
KitKat — the candy bar is sponsoring the Esports World Cup’s pause breaks to promote its “Have a Break” philosophy. The brand previously sponsored League of Legends’ EMEA esports ecosystem in a deal brokered by Sportfive.
Pepsi — the international drinks brand has signed an agreement with the Esports World Cup to support the event’s festival activations. In addition to the Rockstar Bar (featuring karaoke), the brand has sponsored Saudi Arabia-based Falcon Esports HQ.
TikTok — the short form video platform was named the official entertainment platform of the Esports World Cup. In addition a weekly live show throughout the event, the platform will introduce custom icons and features exclusive to TikTok LIVE for the EWC.
Sony — In a multi-pronged partnership, the multinational tech firm signed a deal to elevate the tournament’s content. Sony will produce a behind-the-scenes documentary and its music division will produce an anthem for the Esports World Cup.
DAZN — the global streaming platform has signed a strategic partnership with the EWC. DAZN will broadcast the event for free as the start of a broader initiative.
Warner Bros. Discovery — the entertainment conglomerate signed an agreement with the EWC to air the event. In particular, WBD will lean on its Eurosport and CNN brands to elevate coverage. Additionally, select event will be available on the Max streaming platform.
Star Sports Network — the Indian broadcaster signed an agreement with the EWC to air the event both on its YouTube channel and on its linear television channels. This deal will help the EWC reach Indian fans in their native language.
Unilever’s Clear Men Shampoo and Axe Body Spray — Unilever signed an agreement with the EWC to promote two of its men’s brands: Clear Men and Axe. This agreement builds upon prior esports activations for both brands.
Amazon — the multinational tech and logistics giant has partnered with the EWC as its official commerce platform. Amazon’s Saudi and UAE websites will promote the EWC and attendees will receive discount codes for the platform. Additionally, Alexa owners will be able to ask their digital assistant Esports World Cup-releated questions.
Audiotool — the sound mixing tool has partnered with the Esports World Cup to host a game audio remix contest. The grand prize winner will fly to London to collaborate with Spitfire Audio at Abbey Road Studios to collaborate on a commercial sample pack. The brand previously sponsored a similar producing content at ESL Faceit Group’s DreamHack Atlanta 2023.
Saudi brands and government operations
Unsurprisingly, the Esports World Cup has partnered with six Saudi-backed brands and governmental operations. In addition to the direct proceeds of these agreements, these deals further the Saudi Arabian government’s broader strategic objectives.
ARAMCO — the state-owned petroleum and natural gas company has partnered with the EWC to serve as the title sponsor of the Aramco SIM Arena. Attendees can test and compete in sim racing using the venue’s top-of-the-line simulation rigs.
STC Group — the Saudi Telecom company has partnered with the Esports World Cup to provide seamless connectivity across all EWC venues and support the event’s broadcasting requirements. Additionally, the group secured naming rights to the stc Arena, stc Play Gaming Hall, and stc TV World Cup Studios.
Dr. Sulaiman Al-Habib Medical Group — the Saudi medical provider has partnered with Saud Esports team POWR to host its team HQ during the event. Fans can meet POWR’s players and participate in activations at its venue.
Jameel Motorsport — the recently launched motorsports division of the Saudi passenger car importer is hosting several activations at the Esports World Cup. In addition to VR racing, the company’s Jameel Motorsport Park will allow fans to part in motorsport-related activities.
Barn’s Coffee — the Saudi company signed a deal to be the exclusive coffee provider of the EWC. The brand will also have a booth at the events festival to connect with fans and provide refreshments to attendees.
Qiddiya City — the planned entertainment city just outside of Riyadh is the official host of the EWC. The event will help promote the city’s gaming sector, spotlighting its purpose-built gaming venues.