The Esports World Cup Foundation (EWCF) has announced the return of PepsiCo as a Main Partner for the 2025 Esports World Cup (EWC), set to take place from 7 July to 24 August in Riyadh, Saudi Arabia. The renewed agreement sees both Pepsi and Mountain Dew take centre stage at the world’s largest esports event.
Pepsi returns following its 2024 debut as a Founding Partner, while Mountain Dew joins the tournament’s partner roster for the first time. Both brands will deliver extensive on-site activations, ranging from immersive fan zones and large-scale sampling initiatives to co-branded content involving artists, creators, and professional players.
Activations will be held at the Opening Ceremony, hospitality lounges, and esports venues. Branded fridges and product placements will be visible in locations such as the Players’ Lounge and festival grounds.
Mountain Dew will also activate a digital-first campaign under the theme “Dew levels up your game,” with a presence across social media, broadcast, and festival touchpoints. Additional initiatives will include branded competitions and exclusive merchandise drops, endorsing the brand’s association with gaming culture.
“We’re excited to have Pepsi and Mountain Dew back as Main Partners for the second year. These are brands that truly get gaming and its fans,” said Mohammed Al Nimer, Chief Commercial Officer at the Esports World Cup Foundation. “With their support, this year’s Esports World Cup will be an even bigger celebration of community and creativity.”
The 2025 Esports World Cup is expected to host 25 tournaments across 24 games, welcoming 2,000 elite players and 200 Clubs from over 100 countries. The event will feature the largest prize pool in esports history, totalling over $70 million. Alongside the competition, attendees can explore a wide array of festival experiences, from live music and cosplay to anime cafes and retro arcades.
