The integration of esports into the hospitality sector continues to gain momentum in 2025, with Italian organisation NOVO Esports announcing a partnership with Radisson Hotels ahead of the Esports World Cup (EWC).
As part of the agreement, Radisson Hotels will serve as NOVO Esports’ official accommodation partner during the EWC in Riyadh, Saudi Arabia. The hotel group’s branding will also feature on NOVO’s Call of Duty: Warzone team jerseys during the event.
The collaboration will include the production of exclusive content filmed locally, offering behind‑the‑scenes coverage of NOVO Esports’ participation in the competition. According to a post by NOVO in LinkedIn, the move is part of Radisson’s wider strategy to position itself as a preferred hospitality brand for esports teams and events.
The company has introduced its “esports ready” initiative, featuring gaming and streaming‑ready rooms, high‑performance internet connectivity, and dedicated setups aimed at professional‑level competitive play.
The partnership comes during a year of increased attention from the hotel and hospitality industry towards the esports sector. Earlier in 2025, Hilton partnered with the Esports World Cup, while the Associated Luxury Hotels International (ALHI) announced strategic partnerships integrating gaming, esports, education, and entertainment, Marriott Bonvoy renewed its deal with the League of Legends EMEA Championship (LEC), and Berlin’s nhow Hotel unveiled a facility tailored for competitive gaming and content creation.
Also ahead of the EWC, NOVO Esports announced another move towards the tourism sector earlier this year by partnering with the Saudi Tourism Authority, known as Visit Saudi.
