Esports World Cup Foundation and Amazon announce partnership to bring esports to mainstream audiences

RIYADH:  The Esports World Cup Foundation announced a strategic three-year collaboration with Amazon Ads on Tuesday, combining the Esports World Cup’s premier esports and gaming event with Amazon’s full-funnel advertising and entertainment services.

The world cup will be held in the  Saudi capital Riyadh from July 7 to August 24.

The partnership hopes to deliver unprecedented fan experiences and expand the tournament’s global reach, and will unlock new fan experiences across Twitch, Prime Video, Alexa, and Wondery.

Both organizations collaborated last year on the inaugural Esports World Cup, which featured the launch of the Esports World Cup Hub on Amazon.sa and Amazon.ae.

“Esports is redefining how a new generation consumes entertainment – always on, always accessible, and deeply social,” said Mike McCabe, Chief Operating Officer, at the Esports World Cup Foundation. 

“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.” 

As part of the collaboration, EWCF and Amazon Ads will work together to extend the reach of the Esports World Cup across key locales, including the United States, Europe, Brazil, Mexico, the Middle East and North Africa, Turkey, India, and Canada.

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.”

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