The Esports World Cup Foundation (EWCF) has signed a three-year strategic partnership with Amazon Ads, expanding on their 2024 collaboration.
The 2025 edition of the EWC returns to Riyadh, Saudi Arabia, from July 7 to August 24, and this extended deal will integrate Amazon’s full advertising capabilities and entertainment platforms to deepen fan engagement and scale international reach.
Following the successful debut of the Esports World Cup Hub on Amazon.sa and Amazon.ae in 2024, the partnership now spans Amazon’s key consumer channels, including Twitch, Prime Video, Alexa, and Wondery, as reported by VentureBeat.
“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.”
Rayan Karaky, Managing Director, EMEA & Southeast Asia at Amazon Ads, added: “Our collaboration will power immersive fan experiences across multiple touchpoints and create exceptional value for brands… 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.”
There’s more happening between Amazon and the EWCF: A documentary series is also about to launch, with the first episode—offering a behind-the-scenes look at the 2024 EWC tournament—premiering exclusively on Prime Video on June 6.
The 2025 Esports World Cup will feature 2,000 pro players and 200 clubs from over 100 countries, with a record $70+ million prize pool spread across seven weeks of competition.
