New Amazon Deal Expands Esports World Cup Experience

The Esports World Cup Foundation has signed a three-year partnership with Amazon Ads to expand the reach and impact of its upcoming global tournament. The 2025 edition of the Esports World Cup will return to Riyadh, Saudi Arabia, from July 7 to August 24. Backed by Amazon’s tech and advertising services, the event will now bring fans more interactive features across platforms like Twitch, Prime Video, Alexa, and Wondery.

Good to know

• The prize pool for 2025 will exceed $70 million, setting a new high for esports events.
• Fans will access content through Twitch streams, Alexa voice updates, and a Prime Video docuseries.
• The event will include 25 tournaments with 2,000 players from 100+ countries.

The Esports World Cup Festival is about more than the matches. Alongside high-stakes tournaments, attendees will explore anime cafés, retro arcades, live music, and cosplay. With 200 Clubs participating, the festival blends entertainment, technology, and community over several weeks in the Saudi capital.

Amazon Ads and EWCF are using their expanded partnership to deliver content across new markets, including the United States, Europe, Brazil, Mexico, Turkey, India, and Canada. Fans in these regions can expect tailored experiences, ranging from real-time updates through Alexa to behind-the-scenes storytelling on Wondery.

Brands get new ways to connect

The partnership goes beyond fan engagement. Through Amazon’s full-funnel ad solutions, brands will gain access to retail integrations, custom activations, and programmatic media campaigns. Whether it is exclusive content or interactive sponsorships, Amazon aims to help partners connect with the global esports audience more meaningfully.

Mike McCabe, Chief Operating Officer of the Esports World Cup Foundation, shared the vision behind the move:

“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 at Amazon Ads, added:

“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.”

The 2024 pilot project between EWCF and Amazon had already introduced the Esports World Cup Hub on Amazon.sa and Amazon.ae. Now, the three-year collaboration aims to build on that by embedding esports more deeply into digital culture and commerce.