The Esports World Cup Foundation (EWCF) has inked a three-year deal with Amazon Ads to elevate the Esports World Cup in Riyadh.
As part of their collaboration, EWCF and Amazon Ads will widen the reach of the Esports World Cup across major global markets, including the US, Europe, Brazil, and other regions
The deal will combine the Esports World Cup’s premier esports and gaming event, with Amazon’s advertising and entertainment services to deliver enhanced fan experiences and expand the tournament’s global reach.
Fans will be able to experience the event through Twitch livestreams, a Prime Video docuseries, Alexa voice integrations, and Wondery-powered storytelling.
This partnership builds on their 2024 collaboration, which launched the Esports World Cup Hub on Amazon.sa and Amazon.ae. Brands can also engage with the global esports audience using Amazon’s advertising tools.
Esports World Cup 2025 X Amazon
The Esports World Cup gets underway in Riyadh from July 7th to August 24th, 2025, featuring 2,000 players from 200 clubs and over 100 countries competing for a grand prize of $70+ million.
“Esports is redefining how a new generation consumes entertainment – always on, always accessible, and deeply social,” said Esports World Cup Foundation COO Mike McCabe.
“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.”
In addition to new audience experiences, the collaboration will offer new opportunities for brands to connect with the next-generation global esports audience through Amazon’s suite of advertising solutions. From exclusive content and custom executions to programmatic media and retail integration, creating a powerful storytelling environment that benefits players, clubs, fans, and partners of the EWC.
Amazon Ads managing director of EMEA & Southeast Asia Rayan Karaky commented: “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.”
Also Read: Esports World Cup 2025 CS2: Teams, Format, Prizes
Returning to Riyadh, Saudi Arabia for its second edition, the Esports World Cup Festival brings together gaming and esports communities under one roof for a global celebration of gaming and esports culture. With esports tournaments, live music, retro arcades, anime cafes, cosplay, creator studios, and more, the EWC Festival will offer millions of fans exclusive experiences in esports.
