The Esports World Cup Foundation (EWCF) announced today (June 4) a strategic three-year partnership with Amazon Ads. The collaboration will bring together the Esports World Cup (EWC) and Amazon’s “full-funnel” advertising and entertainment services to elevate fan experiences and grow the tournament’s international footprint.
The expanded partnership builds on both companies’ 2024 efforts, which included the launch of the Esports World Cup Hub on Amazon.sa and Amazon.ae. This year, fans can expect new activations across Amazon platforms, including Twitch, Prime Video, Alexa and Wondery.
Image Credit: EWCF
As part of the deal, EWCF and Amazon Ads will increase the EWC’s reach in key markets including the United States, Europe, Brazil, Mexico, the Middle East and North Africa, Turkey, India and Canada. Viewers will be able to follow the tournament through live broadcasts on Twitch, an original docuseries on Prime Video, and perhaps most surprisingly, real-time Alexa voice updates, and immersive, music-driven stories on Wondery.
Reportedly, these initiatives are designed to reshape how fans experience esports. The stated aim is to transform esports into a mainstream entertainment format that blends competition, storytelling, shopping and social interaction.
Image Credit: EWCF
Beyond these innovations, the collaboration opens a two-way street of advertisement for both Amazon Ads and the EWC.
“Esports is redefining how a new generation consumes entertainment – always on, always accessible, and deeply social,” said Mike McCabe, COO at the Esports World Cup Foundation.
“With Amazon, we are bringing esports into everyday digital lives for millions of people around the world – whether you’re catching highlights on Prime, or a livestream on Twitch, or asking Alexa for updates – creating an immersive, multimedia experience that’s shaping its place in global culture.” – Mike McCabe, COO of the EWCF
Rayan Karaky, managing director, EMEA and Southeast Asia at Amazon Ads, added their thoughts:
“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. Through our global services – Twitch, Prime Video, Alexa and Wondery – we will take world-class esports content from Saudi Arabia to the world. 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.”
The Esports World Cup and Esports World Cup Festival return to Riyadh this summer. The EWC will feature 2,000 players and 200 Clubs from more than 100 countries, competing in 25 tournaments across 24 games. The prize pool is reportedly a record-breaking $70 million-plus. Attendees to the in-person event can reportedly expect esports tournaments, live music, retro arcades, anime cafés, cosplay, creator studios and more.
The EWC is operated by ESL FACEIT Group, which is owned by Savvy Games Group, part of the Saudi Arabian PIF, the sovereign wealth fund of the Saudi Arabian state.
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