The Esports World Cup Foundation (EWCF) has locked in a three-year deal with Amazon Ads to expand the tournament's reach and improve how fans experience the event digitally. This builds on what the two organizations started during the 2024 competition, combining top-tier esports with Amazon's advertising and entertainment infrastructure.
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Esports World Cup Partners with Amazon
The Esports World Cup returns to Riyadh, Saudi Arabia, from July 7 to August 24, 2025. Amazon's platforms — Twitch, Prime Video, Alexa, and Wondery — will carry tournament content in multiple formats: livestreams, original docuseries, voice-activated updates, and audio storytelling. The goal is to make the event more accessible across 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
Last year's partnership introduced the Esports World Cup Hub on Amazon.sa and Amazon.ae. The expanded agreement adds new branded activations and custom content that connect audiences with the live action in Riyadh. Fans will have multiple ways to interact with tournament content through their daily digital routines.
"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
Brands can tap into global esports audiences through Amazon's advertising tools, including programmatic media, exclusive content, and retail integration. Sponsors and partners can build campaigns that match esports culture and consumer behavior. The partnership aims to deliver value to players, clubs, fans, and commercial partners through a connected digital ecosystem.
Esports World Cup Partners with Amazon
Objectives Aligned with Saudi Vision 2030
EWCF Chief Operating Officer Mike McCabe views the collaboration as a response to shifting entertainment consumption patterns, particularly among younger, digitally-native audiences. Esports is becoming a core part of global digital culture, driven by on-demand and socially connected formats. Rayan Karaky, Managing Director for EMEA and Southeast Asia at Amazon Ads, highlighted that the partnership supports Saudi Arabia's Vision 2030 initiative to become a global leader in digital entertainment and technology.
Esports World Cup Festival Returns to Riyadh
The Esports World Cup Festival runs alongside the tournament and includes esports competitions, live music, retro arcades, anime-themed cafes, cosplay events, and interactive creator studios. The festival brings together global gaming communities to celebrate esports culture in one location.
Abdo Chlala, Country Manager, Amazon Saudi Arabia, commented on the partnership: "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 Esports World Cup will host over 2,000 players and 200 clubs from more than 100 countries. Competitors will participate in 25 tournaments across 24 games, with a combined prize pool exceeding $70 million. That's the largest prize pool in esports history and reflects the event's growing scale on the international stage.
The multi-year collaboration between the Esports World Cup Foundation and Amazon Ads represents a major development in the global esports industry. By integrating content, commerce, and community interaction through digital platforms, the partnership is set to broaden the appeal and accessibility of esports for audiences and brands.
