Italian esports organisation NOVO Esports has announced a partnership with the Saudi Tourism Authority, known as Visit Saudi, ahead of its participation in the Esports World Cup (EWC) in Riyadh. The collaboration, revealed via NOVO’s official LinkedIn page, aims to connect esports fans with Saudi culture through a travel initiative tied to the event.
According to NOVO, the partnership “goes beyond the Esports World Cup and aims to celebrate both the spirit of competition and the beauty of Saudi Arabia.” From 5 to 10 August, the organisation will be in Riyadh to compete at the event on Call of Duty: Warzone and simultaneously activate a series of fan-focused initiatives supported by Visit Saudi.
As part of the partnership, NOVO is offering exclusive travel packages to its community. These include hotel accommodation, entry passes to the Esports World Cup, and guided cultural experiences. A VIP version of the package also offers a custom NOVO jersey, a gaming session with NOVO players, and a fully covered dinner with the team.
Beyond tourism offerings, the collaboration will also focus on content creation, with NOVO stating it plans to document its journey and produce media that highlights both the esports tournament and Saudi Arabia’s cultural attractions.
The initiative is promoted by Visit Saudi and reflects an ongoing strategy to integrate tourism and international events, positioning Saudi Arabia as a destination for both competition and cultural exploration.
