Unilever Brings Top Brands to Esports World Cup

The Esports World Cup Foundation has secured a sponsorship agreement with Unilever, featuring the company’s CLEAR MEN Shampoo and AXE Body Spray brands. This partnership aligns with the multi-week Esports World Cup, which takes place in Riyadh, Saudi Arabia, from July 3 to August 25, 2024. While the specific financial terms of the deal remain undisclosed, the collaboration is designed to increase brand visibility among the 18-24 male demographic within the region.

The sponsorship is expected to integrate the two brands into the event through various channels, including product placement at competition venues, branding during event broadcasts, and potential on-site activations for attendees. Unilever representatives have framed the partnership as a strategic effort to connect with the gaming community, positioning their products as tools to help players maintain focus and perform at their peak.

The Esports World Cup is a significant, multi-discipline tournament funded by a grant from the Saudi Arabian government. The event is facilitated by the ESL FACEIT Group, a subsidiary of the Savvy Games Group, which is owned by the Saudi Public Investment Fund. The tournament features a wide array of competitive titles, including Call of Duty: Warzone, Dota 2, League of Legends, and Mobile Legends: Bang Bang, drawing participation from numerous international professional esports organizations.