The Esports World Cup Foundation (EWCF) has formalized a strategic three-year agreement with Amazon Ads, aiming to enhance the global footprint of the Esports World Cup and improve digital fan experiences. The partnership builds on their initial collaboration during the 2024 tournament and is set to combine premier esports content with Amazon’s full-funnel advertising and entertainment services.

The Esports World Cup

The Esports World Cup, returning to Riyadh, Saudi Arabia, from July 7 to August 24, 2025, will be supported by Amazon’s platforms including Twitch, Prime Video, Alexa, and Wondery. Through this collaboration, EWCF will deliver content in multiple formats such as livestreams, original docuseries, voice-activated updates, and audio storytelling. These channels are expected to increase accessibility and engagement across key markets including the United States, Europe, Brazil, Mexico, the Middle East and North Africa, Turkey, India, and Canada.

Esports World Cup Partners with Amazon

Continued Growth Following 2024 Launch

In 2024, the initial collaboration featured the launch of the Esports World Cup Hub on Amazon.sa and Amazon.ae. The expanded agreement will build on that foundation by introducing new branded activations and custom content designed to connect audiences with the live action in Riyadh. These experiences will integrate esports into daily digital environments, providing fans with multiple ways to interact with tournament content.

“Partnering with Amazon is a significant milestone for the Esports World Cup,” said Mohammed Al Nimer, Sales Director, Esports World Cup Foundation. “Together, we are crafting an unparalleled experience for gaming fans, merging the excitement of live esports with the ease of online shopping. Like the EWCF, Amazon understands the value of esports as next-generation entertainment for audiences in the MENA region and beyond. I’m pleased that local gamers will have a dedicated online space to connect with the Esports World Cup and watch this historic event unfold in Riyadh.”

Support for Brands Through Advertising

As part of the partnership, brands will be able to engage with global esports audiences through Amazon’s advertising solutions. These include programmatic media, exclusive content offerings, and retail integration, allowing sponsors and partners to create tailored campaigns that align with esports culture and consumer behavior. The collaboration aims to offer value to players, clubs, fans, and commercial partners by creating a comprehensive digital ecosystem.

Esports World Cup Partners with Amazon

Objectives Aligned with Saudi Vision 2030

According to EWCF Chief Operating Officer Mike McCabe, the collaboration reflects a broader shift in entertainment consumption patterns, especially among younger, digitally-native audiences. He stated that esports is becoming a key component of global digital culture, supported by on-demand and socially connected formats. Rayan Karaky, Managing Director for EMEA and Southeast Asia at Amazon Ads, noted that the partnership supports Saudi Arabia’s ambition to become a global leader in digital entertainment and technology, as outlined in its Vision 2030 initiative.

Esports World Cup Festival Returns to Riyadh

The Esports World Cup Festival will run alongside the tournament, offering a wide range of activities including esports competitions, live music, retro arcades, anime-themed cafes, cosplay events, and interactive creator studios. These events are designed to bring together global gaming communities and celebrate esports culture in a unified setting.

Commenting on the partnership, Abdo Chlala, Country Manager, Amazon Saudi Arabia, said: “We are proud to be partnering with EWCF as the Main Partner and Official ecommerce Partner for the Esports World Cup, bringing customers across the region an exceptional combined gaming and online shopping experience. As part of this collaboration, we are making this accessible to all customers via amazon.sa and amazon.ae so they can enjoy watching their favorite athletes in the Esports World Cup, all while shopping the best deals from their favorite renowned consumer electronics, gaming accessories, and video game brands.”

Esports World Cup Partners with Amazon

Record-Breaking Tournament Ahead

The 2025 edition of the Esports World Cup is expected to host over 2,000 players and 200 clubs from more than 100 countries. Competitors will take part in 25 tournaments across 24 games, with a combined prize pool exceeding $70 million. This marks the largest prize pool in esports history and reflects the growing scale and influence of the event on the international stage.

The long-term collaboration between the Esports World Cup Foundation and Amazon Ads marks a significant development in the global esports industry. By integrating content, commerce, and community interaction through digital platforms, the partnership is positioned to broaden the appeal and accessibility of esports for audiences and brands alike.