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The Esports World Cup Foundation (EWCF) has forged a groundbreaking three-year partnership with Amazon Ads, aimed at enhancing the global visibility and fan experience of the Esports World Cup (EWC). This premier esports event will return to Riyadh, Saudi Arabia, from July 7 to August 24, 2025. Building on the success of their 2024 collaboration, this partnership will leverage Amazon’s extensive advertising and entertainment platforms—including Twitch, Prime Video, Alexa, and Wondery—to provide fans with immersive and interactive experiences worldwide.

The goal of this partnership is to transform fan engagement in esports, merging high-stakes competition with captivating digital storytelling and entertainment. The Esports World Cup Hub, which debuted on Amazon.sa and Amazon.ae during the last edition, will now be enhanced with tailored content and activations. Fans can look forward to streaming live matches on Twitch, enjoying an original EWC docuseries on Prime Video, receiving real-time updates via Alexa, and experiencing narrative-driven content through the Wondery podcast network.

EWCF and Amazon Ads are committed to expanding the tournament’s presence in key global markets, including the United States, Europe, Brazil, Mexico, the MENA region, Turkey, India, and Canada. By integrating Amazon’s robust advertising infrastructure with EWCF’s dynamic tournament ecosystem, this initiative will enable brands to connect directly with the next generation of esports audiences through programmatic media, exclusive content, and integrated retail experiences.

Mike McCabe, Chief Operating Officer at the Esports World Cup Foundation, remarked: “Esports is transforming how a new generation consumes entertainment—always on, always accessible, and deeply social. Partnering with Amazon allows us to embed esports into the daily digital lives of millions globally—whether catching highlights on Prime, tuning into a livestream on Twitch, or asking Alexa for updates—creating an immersive multimedia experience that is shaping its role in global culture.”

Rayan Karaky, Managing Director, EMEA & Southeast Asia at Amazon Ads, added: “We are thrilled to continue our partnership with EWCF to redefine the global experience of esports. Our collaboration will facilitate immersive fan experiences across various platforms and deliver exceptional value for brands. Through our global services—Twitch, Prime Video, Alexa, and Wondery—we will showcase world-class esports content from Saudi Arabia to a global audience. This initiative supports the Kingdom’s ambition to be a leading esports hub and aligns with Vision 2030’s goal of becoming a leader in digital entertainment and technology.”

The 2025 Esports World Cup is set to be the largest event of its kind, featuring 2,000 elite players and 200 clubs from over 100 countries, competing in 25 tournaments across 24 games for a staggering prize pool exceeding $70 million. The event will coincide with the Esports World Cup Festival in Riyadh, offering fans a rich array of experiences, including live music, cosplay, anime cafes, creator studios, retro arcades, and more—celebrating gaming not just as a competition, but as a vibrant cultural phenomenon.