The Esports World Cup (EWC) is teaming up with Amazon Ads in a three-year collaboration. The Esports World Cup Foundation (EWCF) made the announcement, outlining plans to integrate Amazon’s advertising and entertainment services into the EWC event, which will be held in riyadh, Saudi Arabia, from July 7 to August 24.

building on their initial collaboration in 2024, which included the launch of the Esports World Cup Hub on Amazon.sa and Amazon.ae, the expanded agreement will introduce new fan experiences across Twitch, Prime Video, Alexa, and Wondery. Custom activations are planned to engage fans worldwide during the event in Riyadh.

The collaboration between EWCF and Amazon Ads will focus on expanding the reach of the Esports World Cup in key regions, including the United States, europe, Brazil, Mexico, the Middle East and North Africa, Turkey, India, and Canada.

Enhanced Fan Engagement Through Amazon Services

Esports World Cup content will be available through live broadcasts on Twitch, an original docuseries on Prime Video, voice integrations on Alexa, and music-driven storytelling via Wondery. The goal is to transform how fans engage with esports, integrating it into mainstream entertainment through competition, storytelling, shopping, and social interaction.

“With Amazon, we are bringing esports into everyday digital lives for millions of people around the world.”

In addition to these new audience experiences, the collaboration will provide brands with opportunities to connect with the esports audience through Amazon’s advertising solutions.This includes exclusive content, custom executions, programmatic media, and retail integration, creating an surroundings that benefits players, clubs, fans, and partners of the EWC.

statements from Esports World Cup Foundation and Amazon Ads

Mike McCabe,COO at the Esports World Cup Foundation,stated,”Esports is redefining how a new generation consumes entertainment – always on,always accessible,and deeply social. 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, said, “We are excited to continue our collaboration with EWCF to shape how Esports is experienced globally. Our collaboration will power immersive fan experiences across multiple touchpoints and create exceptional value for brands. Through our global services – Twitch, Prime Video, Alexa and Wondery – we will take world-class esports content from Saudi arabia to the world. 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.”

Esports World Cup Festival 2025

The Esports World Cup Festival will return to Riyadh, Saudi Arabia, from July 7 to August 24, 2025. It will feature esports tournaments, live music, retro arcades, anime cafes, cosplay, and creator studios. The event aims to unite gaming and esports communities in a festivity of gaming culture.

The Esports World Cup 2025 will host 2,000 players and 200 clubs from over 100 countries, competing in 25 tournaments across 24 games for a $70+ million prize pool.