The Esports World Cup Foundation (EWCF) has announced a three-year strategic collaboration with Amazon Ads, aimed at expanding the global reach of the Esports World Cup by integrating the tournament’s content with Amazon’s advertising and entertainment services.
As part of the agreement, EWC content will be delivered through Twitch, Prime Video, Alexa, and Wondery, providing an immersive, multi-platform digital experience for esports fans worldwide. The partnership will focus on boosting the tournament’s visibility in key regions such as the United States, Europe, Brazil, Mexico, the Middle East and North Africa, Turkey, India, and Canada.
This expanded partnership builds on the success of the 2024 edition, which saw the launch of the Esports World Cup Hub on Amazon.sa (Saudi Arabia) and Amazon.ae (United Arab Emirates).
Mike McCabe, Chief Operating Officer at the Esports World Cup Foundation, commented:
“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, added:
“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.”
The 2025 Esports World Cup will be held in Riyadh, Saudi Arabia, from 7 July to 24 August, bringing together 2,000 elite players and 200 clubs from over 100 countries, competing in 25 tournaments across 24 games for a total prize pool of over $70 million.
