The 2024 Esports World Cup has kicked off in Saudi Arabia, featuring tournaments for 22 different titles and over $60 million in prizes. With millions of fans expected to watch online or attend in-person, brands partnering with the event have a unique opportunity to engage with a massive audience. The Esports World Cup Foundation is funded by Saudi Arabia’s Public Investment Fund, which has led to some brands weighing the potential reputational risks against the benefits of participation.
The 27 brands sponsoring the Esports World Cup 2024 can be categorized into three groups: endemic sponsors, non-endemic brands, and Saudi Arabian brands and governmental operations. Endemic sponsors include Honor, LG UltraGear, Bayes Esports, Grid Esports, The Esports Awards, Sportfive, Level Infinite, and Moonton. These brands are directly related to the gaming and esports industry.
Non-endemic brands that have partnered with the Esports World Cup include Adidas, KitKat, Pepsi, TikTok, Sony, DAZN, Warner Bros. Discovery, Star Sports Network, Unilever’s Clear Men Shampoo, Axe Body Spray, Amazon, and Audiotool. These brands come from various sectors such as entertainment, FMCG, and technology, showing the diverse range of industries interested in esports.
Additionally, the Esports World Cup has secured partnerships with six Saudi-backed brands and governmental operations, including ARAMCO, STC Group, Dr. Sulaiman Al-Habib Medical Group, Jameel Motorsport, Barn’s Coffee, and Qiddiya City. These partnerships not only provide direct support for the event but also align with the Saudi Arabian government’s strategic objectives.
It’s interesting to see the mix of brands involved in sponsoring the Esports World Cup, showcasing the growing popularity and mainstream appeal of esports. The partnerships go beyond traditional gaming companies, bringing in brands from sectors like apparel, food and beverage, streaming platforms, entertainment, and more. This diversity highlights the wide-reaching impact of esports as a global phenomenon.
As the Esports World Cup unfolds, fans can expect to see unique activations and collaborations from these sponsoring brands, adding another layer of excitement to the tournament. The involvement of Saudi Arabian brands and governmental operations also underscores the country’s commitment to promoting esports and gaming on an international stage. Overall, the 2024 Esports World Cup promises to be a thrilling event with a wide range of sponsors contributing to its success.
