By Sagar V. Mankar 
Saudi Arabia-backed, Esports World Cup (EWC) started in Riyadh earlier this week. The event contains 21 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 brands sponsoring the event. Let’s take a look at who’s supporting this massive tournament.
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 competition.
8. Logitech G
Logitech G will concentrate its efforts on promoting its PRO SERIES range of gaming gear, which includes keyboards, mice, and headsets. Logitech G will have a booth on-site where meet-greets, activations, and competitions will hosted during the Cup.
9. Secretlab
Secretlab will serve as the official gaming chair partner for the event and will introduce an exclusive TITAN Evo Esports World Cup 2024 edition chair to promote the occasion.
10. Gen.G and STC Play
South Korean esports organisation Gen.G in partnership with Saudi Telecom Company STC Play will offer educational courses to residents. The program will primarily feature an esports coaching certification course from July 21st to August 1st, where participants will learn to become esports coaches.
Additionally, there will be a three-day ‘Game Training’ course on VALORANT and Rocket League, with professional coaches teaching how to improve in-game skills.
11. Esports Charts
Esports Charts will measure the event’s viewership and fan engagement.
Non-Gaming Brands Are 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 the official chewing gum supplier for the EWC, Mentos will organize activations and set up several booths throughout the EWC grounds, where visitors will participate in competitions.
13. Heinz
Heinz will offer samples to visitors and promote new flavors of its sauces, including a ‘game changer’ surprise that the company announced but did not disclose any details about.
14. Mastercard
Mastercard will host a booth, organize giveaways and activations, and collaborate with the EWC on a digital payment system for visitors.
15. VSPO (now Hero Esports) & China Media Group
State media company China Media Group and tournament organizer VSPO have entered into a strategic partnership with EWC to jointly organize and participate in future esports events.
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.
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