Earlier this week, the inaugural 2024 eSports World Cup took the world stage. The massive event in Saudi Arabia features tournaments across 22 titles across PC, console, and mobile, with a prize pool of over $60 million.
Given the scale of the tournament, brands that partner with the tournament have access to millions of fans who will watch online or attend in person. Saudi Arabia funds the eSports World Cup Foundation through its Public Investment Fund (PIF). As a result, participating brands are taking a gamble that the benefits outweigh the potential reputational risks.
In general, the 27 brands partnering with the 2024 eSports World Cup fall into three categories: unique sponsors, non-native brands, Saudi Arabian brands and government-run ones.
Eight of the 27 event partners specialize in gaming and esports, including hardware, esports-focused professional services, and developers responsible for competitive titles.
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honor — Huawei-affiliated mobile phone manufacturer Honor 200 has been designated as the official smartphone of EWC.
LG Ultra Gear — The hardware manufacturer has been named the official gaming monitor sponsor of the event.
Bayes Esports and Grid Esports — The eSports World Cup has partnered with two leading eSports data providers to support event coverage with live match data.
eSports Awards – The leading esports industry awards show has signed a deal to host events during the esports World Cup through 2026.
Sports Five — The gaming-focused marketing agency continues its partnership with the Esports World Cup Foundation as the event’s sponsorship consulting firm. Prior to the rebrand, Sportfive supported the event’s previous iteration, Gamers8.
Level Infinite — The Tencent-owned developer behind PUBG Mobile and Honor of Kings has signed a multi-year deal with EWC to support the growth of the esports ecosystem. The partnership includes the esports World Cup, but the deal also includes additional events and collaborations over the next three years.
Moonton — The publisher of Mobile Legends: Bang Bang has signed a multi-year deal with EWC to help the title grow outside of Southeast Asia, where the title’s Mid Season Cup will be held, as well as the first-ever MLBB Women’s Invitational.
Non-native brands
In addition to the games, the eSports World Cup has signed sponsorship deals with 12 non-Saudi brands, including major companies in entertainment, FMCG and technology.
Adidas — The apparel brand is the official merchandise partner of EWC. All players, staff and crew will receive premium kits from the brand. Prior to EWC, Adidas sponsored several esports teams, including G2, 100 Thieves and North.
Kit Kat — The candy bar is sponsoring the break at the esports World Cup to promote its “break” philosophy. The brand previously sponsored the EMEA esports ecosystem for League of Legends in a deal brokered by Sportfive.
Pepsi — The international beverage brand has signed a deal with the Esports World Cup to support the event’s festivities. In addition to the Rockstar Bar (which includes karaoke), the brand has also sponsored the Falcon Esports HQ in Saudi Arabia.
Tik’s Talk — The short-form video platform has been named the Official Entertainment Platform of the Esports World Cup. In addition to featuring weekly live shows throughout the event, the platform will also feature a custom icon and features exclusive to TikTok LIVE for the EWC.
Sony — In a multi-faceted partnership, the multinational technology company has signed a deal to enhance tournament content. Sony will produce a behind-the-scenes documentary, while the music division will create an anthem for the eSports World Cup.
Dazen — The global streaming platform has entered into a strategic partnership with EWC. DAZN will broadcast the event for free as part of a broader initiative.
Warner Bros. Discovery — Entertainment giants have signed deals with EWC to broadcast events. WBD, in particular, will be expanding its coverage by leveraging the Eurosport and CNN brands. Some events will also be available on the Max streaming platform.
Star Sports Network — Indian broadcaster has signed a deal with EWC to air the event on its YouTube channel and linear TV channel. The deal will help EWC reach Indian fans in their native language.
Unilever Clear Men Shampoo & X Body Spray — Unilever has signed a deal with EWC to promote two men’s brands, Clear Men and Axe. The deal builds on both brands’ previous esports efforts.
Amazon — The multinational technology and logistics giant has partnered with EWC as the official commerce platform. Amazon’s Saudi and UAE websites will promote EWC, and attendees will receive discount codes for the platform. Alexa owners will also be able to ask the digital assistant questions related to the Esports World Cup.
Audio tools — The sound mixing tool is teaming up with the Esports World Cup to host a game audio remix contest. The grand prize winner will fly to London to work with Spitfire Audio at Abbey Road Studios to co-create a commercial sample pack. The brand previously sponsored similar production 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 government operations. In addition to the direct benefits of these contracts, these deals further the broader strategic goals of the Saudi Arabian government.
Aramco — The state-owned oil and natural gas company has partnered with EWC to serve as the title sponsor of the Aramco SIM Arena, where attendees will be able to test and compete in simulation racing using the arena’s state-of-the-art simulation equipment.
STC Group — Saudi Telecom Company is working with Esports World Cup to provide seamless connectivity at all EWC venues and support the broadcasting needs of the event. The group has also secured naming rights to stc Arena, stc Play Gaming Hall, and stc TV World Cup Studios.
Dr. Sulaiman Al-Habib Medical Group — Saudi Healthcare has partnered with the Saud Esports team POWR to host the team headquarters during the event, where fans can meet POWR’s players and participate in activities at the venue.
Jemil Motorsports — The Saudi passenger car importer’s recently launched motorsports division will host a number of activities at the eSports World Cup. In addition to VR racing, fans can also get involved in motorsports-related activities at the company’s Jameel Motorsport Park.
Barnes Coffee — The Saudi company has signed a deal to become EWC’s exclusive coffee supplier. The brand will also have a booth at the event festival to interact with fans and provide snacks to attendees.
Kidiya City — The planned entertainment city just outside Riyadh is the official host of the EWC. The event will help promote the city’s gaming sector and highlight its purpose-built gaming venues.
