The Esports World Cup Foundation has revealed new partnerships for the ongoing Esports World Cup that has successfully tapped into different markets and sectors.
Among them are food and drink giant PepsiCo, the Saudi-based oil and gas company Aramco, Chinese phone manufacturer HONOR, and consumer goods company Unilever.
The deals
Pepsi’s mother company PepsiCo has agreed to become a strategic partner for the Esports World Cup in a multi-year deal, based on a report from Esports Insider.
The deal will see Pepsi provide fans with on-ground events and activities at the Esports World Cup, including the Rockstar Bar, which will feature a karaoke area and a selection of drinks. Additionally, Pepsi has become the naming partner for the Team Falcons venue, now co-branded Falcons HQ by Pepsi.
The Gamers8 Cup, seen as the predecessor of the Esports World Cup, had already partnered with PepsiCo
Last year, PepsiCo announced a multi-year partnership with EA FC and became a partner for Gamers8, the predecessor of the Esports World Cup. Pepsi has been involved in esports since 2017.
Aramco will be the official partner of the Esports World Cup’s sim racing segment, HONOR will be the event’s official smartphone provider, and Unilever will showcase its AXE Body Spray and CLEAR MEN products at the EWC.
Their roles in the EWC
The four new partners will play significant roles during the Esports World Cup, which takes place throughout July and August in Riyadh, Saudi Arabia. These partnerships join a growing list that includes Adidas, TikTok, and Pepsi. The event will feature more than 20 tournaments and a total prize pool of $60 million (~£48.1 million).
Aramco, a Saudi Arabian state-owned oil and gas company, returns as a main partner for the EWC after partnering with Gamers8 last year. Aramco will sponsor the simulation racing area, dubbed the Aramco SIM Arena, featuring high-end simulators for visitors to try out and compete in smaller community tournaments.
HONOR, a Chinese smartphone and technology brand, will be one of the hardware suppliers for the Esports World Cup. The HONOR 200 Pro model will be used by players in several mobile tournaments, including Mobile Legends: Bang Bang, Free Fire, and Honor of Kings.
Unilever will host activations and promotions for its CLEAR MEN shampoo and AXE Body Spray brands. The company views the EWC as an ideal opportunity to inspire gamers in Saudi Arabia and promote its products to the target demographic.
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.
