More and more partnerships have been spotted in the last few weeks to bolster the image of the Esports World Cup and boost its commercial aspect.
Big names in various industries have already signed partnership with what looks to be one of esports’ biggest events in 2024.
Fragster breaks down the partnerships and looks at three major brands which recently announced partnerships: Adidas, Kitkat, and the Saudi Telecom Company or STC.
ADIDAS PARTNERSHIP
One of the major partnerships that the Esports World Cup Foundation had announced is with German sportswear brand Adidas.
Courtesy: Esports World Cup Foundation
Adidas is expected to provide official merchandise, as well as provide players with an exclusive clothing line.
In addition to outfitting players, event staff will also receive co-branded shirts for the event, which is set to take place in Riyadh, Saudi Arabia, from July 4 to August 25, 2024. According to a release, the partnership aims to assist tournament participants by “supporting their pursuit of victory.”
Adidas continues to expand its presence within the esports industry. In May 2024, the brand collaborated with North American organization 100 Thieves to launch a co-branded merchandise collection. This deal with the Esports World Cup is not Adidas’ first collaboration with the Foundation. In July 2023, they partnered for Gamers8, the event that was replaced by the Esports World Cup for 2024.
Mohammed Al Nimer, Sales Director at the Esports World Cup, commented on the deal: “The Esports World Cup is proud to partner with Adidas, a brand that embodies the spirit of competition and innovation.”
KITKAT
Nestlé-owned chocolate brand KitKat has announced a partnership with the Esports World Cup, a multi-title esports tournament series in Saudi Arabia organized by the Esports World Cup Foundation, as reported by Esports Insider.
Courtesy: Esports World Cup Foundation
Nestlé KSA CEO Robert Helou said about the deal: “This partnership enables us to connect with the next generation of gaming enthusiasts.”
This partnership will see KitKat and the Esports World Cup collaborate on esports activations promoting KitKat’s ‘Have a Break’ philosophy. According to a release, KitKat aims to “connect with competitive and casual gamers” and emphasize the importance of taking breaks during long gaming sessions. Additionally, KitKat will have a booth at the Esports World Cup, offering spectators a range of products.
KitKat is no stranger to the esports world. In January 2024, the brand renewed its partnership with Riot Games’ LEC and EMEA Masters tournaments for another three years. It also extended its deal with the esports organization GIANTX.
SAUDI TELECOM COMPANY (STC)
Meanwhile, the Saudi Telecom Company (stc Group) has been announced as a partner for the Esports World Cup.
Esports Insider reported that as part of the partnership, stc Group will enhance connectivity across all Esports World Cup venues. The stc Group has been named an ‘Elite and Founding Partner’ for the Esports World Cup and will manage connectivity for the entire event. Additionally, stc tv, the company’s streaming service, will broadcast all Esports World Cup tournaments.
Courtesy: Esports World Cup Foundation
EWCF CEO Ralf Reichert said, “I’m proud to welcome stc Group, a telecommunications giant and digital pioneer, as an Elite and Founding Partner of the Esports World Cup. stc Group is the digital backbone of our competitions and will bring the EWC content to local and global audiences. Through their festival activation, stc will enable fans visiting the EWC to stay connected with the special stc SIM Card. As one of the largest companies in the MENA region, their support means we’re not only going to offer exceptional digital access for fans and athletes but can take the Esports World Cup to the next level.”
stc Group is also a naming partner for three key venues at the Esports World Cup: stc Arena, stc Play Gaming Hall, and stc TV World Cup Studios. The stc Arena and stc TV World Cup Studios will host matches for various tournaments, while the stc Play Gaming Hall will feature fan-focused community tournaments and activations.
This partnership is not stc Group’s first venture into esports. Last year, stc Group sponsored the Saudi Esports Federation, providing technical support for events including the Esports World Cup’s predecessor, Gamers8.
CRITICISMS
Despite the ongoing partnerships, many have criticized the Esports World Cup for being promoting “esportswashing,” or trying to shield the country’s controversial human rights record through esports.
However, the program has also sponsored 30 teams for the Esports World Cup Club Support Program. This gives teams a one-time six-figure stipend if an organization is willing to enter new esports as well as additional funding each year if they drive viewership and fan engagement to the Esports World Cup.
Saudi Arabia’s increasing investments in esports has sparked intense online criticism over the country’s stance on women’s rights, LGBTQ+ rights, and censorship. Some industry voices have described Saudi Arabia’s involvement in competitive gaming as “esportswashing,” suggesting it is an effort to divert attention from its human rights record, as well as its brutal treatment of journalists following the murder of Jamal Khashoggi.
However, the multitude of esports viewership and revenue is expected to make a mark, with the outcome of the event potentially influencing the esports calendar and visibility of brands in the esports scene.
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