Earlier this week, the Inaugural 2024 Esports World Cup captivated audiences worldwide. The event, held in Saudi Arabia, showcased tournaments across 22 titles on PC, console, and mobile, with over $60 million in prizes up for grabs.
The scale of the tournament presents an opportunity for brands partnering with it to connect with millions of fans, whether through online viewership or in-person attendance. Noteworthy is the fact that Saudi Arabia funds the Esports World Cup Foundation via its Public Investment Fund (PIF), underscoring the strategic gamble taken by participating brands in balancing benefits against potential reputational risks.
The 27 brands partnering with the Esports World Cup 2024 can be broadly categorized into three groups: endemic sponsors, non-endemic brands, and Saudi Arabian brands and governmental operations.
Among the 27 event partners, eight are endemic to the gaming and esports industries, including hardware manufacturers, esports-focused professional services, and developers of competitive titles.
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Honor — The Huawei-owned phone manufacturer’s Honor 200 was designated as the official smartphone of the EWC.
LG UltraGear — The hardware manufacturer became the official gaming monitor sponsor of the event.
Bayes Esports and Grid Esports — The Esports World Cup collaborated with two leading esports data providers to enhance event coverage with live match data.
The Esports Awards – The leading esports industry award ceremony struck a deal to host the event during the Esports World Cup until 2026.
Sportfive — The gaming-focused marketing agency continues its partnership with the Esports World Cup Foundation as the event’s sponsorship consultancy. Formerly supporting Gamers8, Sportfive now offers its expertise to the Esports World Cup.
Level Infinite — The Tencent-owned developer of PUBG Mobile and Honor of Kings inked a long-term deal with the EWC. This partnership not only encompasses the Esports World Cup but also entails collaborations and events over the next three years to bolster esports ecosystems.
Moonton — The publisher of Mobile Legends: Bang Bang struck a multi-year partnership with the EWC to expand the title’s reach beyond Southeast Asia. Key events like the Mid Season Cup and the MLBB Women’s Invitational will now be hosted at the EWC.
Non-endemic brands
The Esports World Cup secured sponsorship agreements with 12 non-endemic brands, not directly related to gaming. These brands hail from entertainment, FMCG, and technology industries.
Adidas — The apparel giant is set to be the official merchandise partner of the EWC, providing premium kits to players, staff, and crew. Adidas has a history of sponsoring esports teams like G2, 100 Thieves, and North.
KitKat — The candy bar brand will sponsor pause breaks at the Esports World Cup, aligning with their “Have a Break” philosophy. Previously, KitKat sponsored League of Legends’ EMEA esports ecosystem through a partnership with Sportfive.
Pepsi — The global beverage brand has forged a partnership with the Esports World Cup to enhance the event’s festival activities. With attractions like the Rockstar Bar featuring karaoke, Pepsi has also sponsored the Saudi Arabia-based Falcon Esports HQ.
TikTok — The short-form video platform has been named the official entertainment platform of the Esports World Cup. Alongside a weekly live show during the event, TikTok will introduce unique icons and features exclusively for TikTok LIVE at the EWC.
Sony — In a multi-faceted partnership, the multinational tech corporation will enhance the tournament’s content. Sony Music will create an official anthem, while a behind-the-scenes documentary will be produced by Sony Pictures for the Esports World Cup.
DAZN — The global streaming platform has secured a strategic partnership with the EWC. DAZN will broadcast the event for free in the initial phase of
