Esports World Cup Foundation signs Amazon Ads for 3-year Deal

“With Amazon, we are bringing esports into everyday digital lives for millions of people around the world,” said Esports World Cup Foundation COO Mike McCabe.

The Esports World Cup Foundation (EWCF) announced a strategic three-year partnershipi with Amazon Ads to elevate the Esports World Cup in Riyadh.

As part of the collaboration, the Esports World Cup will introduce branded and fan activations across Twitch, Prime Video, Alexa and Wondery. It will combine the Esports World Cup’s (EWC) premier esports and gaming event, returning to Riyadh, Saudi Arabia, from July 7 to August 24, with Amazon’s full-funnel advertising and entertainment services to deliver unprecedented fan experiences and expand the tournament’s global reach.

The new deal is an expansion of its previous collaboration—launching the Esports World Cup Hub on Amazon.sa and Amazon.ae in 2024. Earlier this week, the EWCF announced that it had inked a deal with Amazon Prime to bring a five-part documentary series about the 2024 Esports World Cup called “Esports World Cup: Level Up” to the streaming platform on June 6. The documentary series is part of a deal signed with Sony Pictures, and was directed by Emmy-winning filmmaker R.J. Cutler, produced by This Machine (a Sony Pictures Television division), showrunner John Dorsey, and executive produced by Jane Cha Cutler, Trevor Smith, Elise Pearlstein, and Mark Blatty.

The key target markets include the United States, Europe, Brazil, Mexico, the Middle East, North Africa, Turkey, India and Canada. Fans in these countries can look forward to the following during the EWC:

• Live broadcasts on Twitch
• Real-time voice integrations via Alexa
• Immersive, music-driven storytelling through Wondery

“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,” said Rayan Karaky, Managing Director of EMEA & Southeast Asia at Amazon Ads.

“This initiative supports the Kingdom’s position as a world-leading esports hub, and the Vision 2030 ambition to be a leader in digital entertainment and technology,” he added.

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.