1 free read left. Create a free account for unlimited reading + AI research.
Create free accountArticle
The Esports Advocate
1 free read left. Create a free account for unlimited reading + AI research.
Create free accountArticleThe Esports Advocate
This partnership aims to expand the global reach and promotional efforts of the Saudi Arabian government-funded Esports World Cup.
The Esports World Cup Foundation (EWCF) has entered into a three-year strategic partnership with Amazon Ads to expand the global reach and promotional efforts of the Saudi Arabian government-funded Esports World Cup. While the specific financial terms of the agreement remain undisclosed, the collaboration aims to increase visibility for the tournament across Western markets and other key international regions, including Europe, Brazil, Mexico, India, Turkey, and the Middle East and North Africa.
The partnership leverages a diverse array of Amazon’s digital ecosystem to integrate tournament content. Planned activations include live broadcasts on Twitch, the distribution of an original docuseries via Prime Video, real-time voice integrations through Alexa, and additional content delivery via Wondery. This agreement represents an expansion of an existing relationship that previously established an Esports World Cup hub on Amazon’s regional platforms in 2024.
The Esports World Cup is an annual, multi-title event managed by the non-profit EWCF and operated by the ESL FACEIT Group, a subsidiary of the Saudi government-owned Savvy Games Group. The initiative has faced scrutiny from international human rights organizations, which characterize such government-backed projects as a form of "sports washing" intended to improve the international image of the Saudi Arabian government. Conversely, proponents view the event as a legitimate platform for international competition and athlete development. The partnership underscores the ongoing integration of major global technology platforms into the state-funded esports infrastructure of the Middle East.
The games and companies this document names on the inner ring, other documents about them on the outer one. Select a cover to see it up close and open it in a new tab; drag to move, pinch or Ctrl + scroll to zoom.
