By Sagar Mankar 
Saudi Arabia-backed, Esports World Cup (EWC) started in Riyadh earlier this week.
The event contains 19 esports tiles and a huge $60 million prize pool, so it’s no wonder big brands want to be part of it.
Some people thought the event might struggle because of concerns about Saudi Arabia’s human rights record. However, the EWC has proved doubters wrong by attracting some of the biggest names in the industry as partners.
According to GamesBeat, over 27 international brands sponsoring/partnering the event. Let’s take a look at ALL of them.
Gaming Related Brands Sponsoring EWC
1. LG UltraGear
LG UltraGear, a renowned hardware manufacturer, is the official gaming monitor sponsor. They are celebrating this partnership with giveaways including EWC tickets.
2. Bayes Esports and Grid Esports
These leading esports data providers support the EWC with live match data, enhancing event coverage and fan engagement.
3. The Esports Awards
This leading esports industry award show has signed a 3-year deal to host its event during the EWC through 2026.
4. Sportfive
This gaming-focused marketing agency continues its partnership with the EWC Foundation as the event’s sponsorship consultancy, leveraging its extensive industry expertise.
5. Level Infinite
The Tencent-owned developer behind PUBG Mobile and Honor of Kings has signed a multi-year agreement to support the growth of its esports ecosystems, covering the EWC and additional events over the next three years.
6. Moonton
The publisher of Mobile Legends: Bang Bang has entered a multi-year agreement with the EWC to expand the title’s reach beyond Southeast Asia. The Mid-Season Cup and the first-ever MLBB Women’s Invitational will take place at the EWC.
7. Honor
The Huawei-owned phone manufacturer, Honor, is the official smartphone partner of the EWC. Their Honor 200 model is set to be the primary device for mobile game tournaments.
8. Logitech G
The gaming brand will promote its PRO SERIES range of keyboards, mice, and headsets plus it will also have an on-site booth where meet and greets, activations, and competitions take place.
9. Secretlab
The gaming chair manufacturer is the official gaming chair partner of the event and will launch an exclusive TITAN Evo Esports World Cup 2024 edition chair for the promotion of the event.
10. Gen.G and stc Play
South Korean esports organization Gen.G and the Saudi Telecom Company (stc) have collaborated to launch ‘Esports Certification Courses‘ on stc Play app at the EWC. Participants will learn how to become esports coaches for games like VALORANT and Rocket League.
11. Esports Charts
Esports viewership and data company Esports Charts will measure key viewership metrics of EWC.
12. VSPO
VSPO is one of the largest esports operators in Asia that offers a comprehensive suite of esports services, including tournament organization, marketing solutions, community development, and more.
13. PlayFi
PlayFi, a web3 gaming platform launched the first AI-enabled prediction market for gaming to predict the result of Esports World Cup matches.
14. ESL FACEIT
ESL FACEIT Group, under Saudi-owned Savvy Gaming Group, is the official operating partner of the Esports World Cup. They will handle tournament operations and broadcast programming.
Non-Gaming Brands Supporting the EWC
1. Sony
Sony is a founding partner, producing the EWC 2024 anthem and a behind-the-scenes documentary. Their involvement spans multiple divisions including Sony Music and Sony Pictures.
2. Amazon
Amazon is the official e-commerce platform partner, offering discount codes to attendees and integrating Alexa with EWC-related features.
Amazon will launch the Esports World Cup Hub, an online space for gaming enthusiasts in the Middle East and North Africa (MENA) region. Amazon’s hub will host the official EWC Twitch stream.
Amazon Ads partnered with EWCF to increase engagement and viewership in the United States and Europe.
3. Adidas
The apparel brand is the official merchandise partner, providing premium kits for players, staff, and crew.
4. KitKat
The candy bar brand is sponsoring the EWC’s pause breaks, promoting its “Have a Break” philosophy.
5. Pepsi
Pepsi is supporting the event’s festival activations, including the Rockstar Bar and Saudi Arabia-based Falcon Esports HQ.
6. TikTok
The short-form video platform is the official entertainment platform of the EWC, featuring a weekly live show and exclusive TikTok LIVE features.
7. DAZN
The global streaming platform is broadcasting the EWC for free, marking the start of a broader initiative to bring esports to a wider audience.
8. Warner Bros. Discovery
This entertainment conglomerate is airing the EWC through its Eurosport and CNN brands, with select events available on the Max streaming platform.
9. Star Sports Network
The Indian broadcaster will air the EWC on its YouTube channel and linear TV channels, reaching Indian fans in their native language.
10. Unilever’s Clear Men Shampoo and Axe Body Spray
Unilever is promoting these men’s brands, building on previous esports activations.
11. Audiotool
The sound mixing tool is hosting a game audio remix contest, with the grand prize winner collaborating at Abbey Road Studios.
12. Mentos
As an official chewing gum supplier for EWC, Mentos will host various activations and set up several booths throughout the event grounds.
13. Heinz
The food company Heinz will have its booth and competition where it will promote the new flavors of its sauces.
14. China Media Group (CMG)
China Media Group (CMG), which operates state television networks including CCTV, became the broadcast partner for EWC in China.
15. Mastercard
MasterCard, an American multinational payment card services organization, will be a payment partner for EWC and offer giveaways for the visitor. It will also have its booth and activations.
Saudi Arabian Brands Involved in the EWC
1. ARAMCO
The government-owned petroleum and natural gas company is the title sponsor for one of EWC’s venues – Aramco SIM Arena, where attendees have the opportunity to experience sim racing.
2. STC Group
The Saudi Telecom company provides connectivity across all EWC venues and supports the event’s broadcasting requirements. They also have naming rights to multiple venues.
3. Dr. Sulaiman Al-Habib Medical Group
This medical provider partners with Saud Esports team POWR, hosting team HQ during the event and offering fan activations.
4. Jameel Motorsport
This division of the Saudi car importer hosts motorsport-related activities at the EWC, including VR racing.
5. Barn’s Coffee
The exclusive coffee provider of the EWC, Barn’s Coffee will have a booth at the event’s festival, offering refreshments to attendees.
6. Qiddiya City
The planned entertainment tourism megaproject in Riyadh is the official host of the EWC, promoting its gaming sector with purpose-built venues.
For more information, visit GamesBeat. And remember to subscribe to Gaming Foodle for more news!
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