The Saudi Esports Federation (SEF) has renewed its collaboration with Richy Group as part of the upcoming 6th edition of the SEF Awards, to be held on 15 January, continuing with the company as an official sponsor of the event.
Richy Group is a luxury lifestyle and fashion brand headquartered in Saudi Arabia known for high-end products and curated experiences. In its role with the SEF Awards, Richy will present awards and prizes celebrating winners and contributors to the Kingdom’s esports scene. The company also launched special products for the 2025 Esports World Cup (EWC).
The SEF Awards function as one of the Kingdom’s premier esports recognition platforms, spotlighting outstanding performers across competitive gaming, content creation, teams, and industry leadership. The event also aims to reinforce Saudi Arabia’s broader strategy to cultivate an influential esports and gaming sector.
In announcing the partnership with Richy Group, SEF highlighted the “shared commitment to celebrating excellence within the Kingdom’s gaming and esports industry.”
Last year’s SEF Awards attract a range of corporate and lifestyle sponsors, such as Hilton (Official Hospitality Partner) and Golden Scent (Official Fragrance Partner).
Time Entertainment recently secured the event-production contract for the 6th SEF Awards ceremony, shaping its execution and live production. The company is tasked with full-scale production, including stage design, live streaming, and logistics.
Saudi Arabia’s investment in competitive gaming and esports — including supporting national industry initiatives — is the backbone for the SEF Awards to position itself as a gathering point for players who get involved with the local industry.
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