- ARAB NEWS
- 14 Jun 2025
Since 1975
RIYADH: The Esports World Cup Foundation has announced a three-year collaboration with Amazon Ads.
The pact announced on Tuesday by the EWCF combines the Esports World Cup’s premier event with Amazon’s full-funnel advertising and entertainment services.
The world cup will be held in Riyadh from July 7 to Aug. 24.
The organizations hope to deliver compelling fan experiences and expand the tournament’s global reach across Twitch, Prime Video, Alexa and Wondery.
The two organizations collaborated last year on the inaugural Esports World Cup, which featured the launch of a tournament hub on Amazon.sa and Amazon.ae.
“Esports is redefining how a new generation consumes entertainment — always on, always accessible, and deeply social,” said Mike McCabe, chief operating officer at the EWCF.
“With Amazon, we are bringing esports into everyday digital lives for millions of people around the world — whether you’re catching highlights on Prime, or a livestream on Twitch, or asking Alexa for updates — creating an immersive, multimedia experience that’s shaping its place in global culture.”
The organizations will extend the reach of the Esports World Cup across key locales, including the US, Europe, Brazil, Mexico, the Middle East and North Africa, Turkiye, India and Canada.
Rayan Karaky, managing director, EMEA & Southeast Asia at Amazon Ads, said: “We are excited to continue our collaboration with EWCF to shape how esports is experienced globally.
“Our collaboration will power immersive fan experiences across multiple touchpoints and create exceptional value for brands.”
The Esports World Cup 2025 will feature 2,000 elite players and 200 clubs from over 100 countries, competing in 25 tournaments across 24 games for a record-breaking $70 million prize pool.
