The Esports World Cup Foundation (EWCF) has announced a new partnership with Saudi, Welcome to Arabia, the official destination brand of the Saudi Tourism Authority (STA), for the 2025 edition of the Esports World Cup (EWC).

The collaboration is set to bolster Riyadh’s image as a global destination for top-tier sports and entertainment. According to the EWCF, this year’s EWC will offer fans a mix of cultural programming and on-site activations, designed to showcase Saudi hospitality. Alongside the esports competitions, attendees will encounter a range of experiences including live music, anime cafés, cosplay, retro arcades, and other entertainment options.

Beyond the event itself, the partnership encourages visitors to explore Saudi Arabia’s broader tourism offerings—from UNESCO World Heritage sites and natural landscapes to modern cities and coastal escapes along the Red Sea.

François Desir, Head of Sponsorship at the Esports World Cup Foundation, stated: “We’re excited to work with Saudi, Welcome to Arabia, the official destination brand of Saudi Tourism Authority (STA) to welcome fans from around the world to Riyadh this summer. EWC brings together players, clubs, and communities from every corner of the globe and our partnership is about making their experience here unforgettable. It’s a celebration of competition, culture, and the unique hospitality that defines Saudi.”

Speaking on behalf of STA, spokesperson Abdullah Al Dakhil added: “Saudi hosts the Esports World Cup once again this year, reinforcing its position as a global hub for sports tourism and entertainment. EWC is more than just a tournament. Saudi invites audiences to go beyond the arena and experience the true Heart of Arabia through curated activations that showcase its diverse offerings. It’s an opportunity to turn spectators into explorers, and ensure every visit sparks a deeper connection with Saudi.”

EWC 2025 continues Saudi Arabia’s push to expand its international presence in esports and position itself as a host of large-scale global events.