Amazon Ads Partners with Esports World Cup for Global Fan Experience

The Esports World Cup Foundation (EWCF) has announced a strategic three-year partnership with Amazon Ads to enhance the global esports experience. This collaboration builds on their successful 2024 partnership and aims to elevate the upcoming Esports World Cup 2025, returning to Riyadh, Saudi Arabia, from July 7 to August 24.

Amazon’s full-funnel advertising and entertainment services will be integrated with the Esports World Cup’s premier gaming event to deliver unprecedented fan engagement and expand the tournament’s global reach. This includes leveraging platforms such as Twitch, Prime Video, Alexa, and Wondery to create immersive, multimedia experiences.

Key features of this expanded collaboration include:

• Live broadcasts of EWC content on Twitch to reach global esports fans in real time.
• An original docuseries on Prime Video offering behind-the-scenes storytelling and player profiles.
• Real-time voice integrations on Alexa providing live updates and interactive fan engagement.
• Immersive music-driven storytelling experiences via Wondery to deepen fan connection.

This multi-platform approach aims to transform esports into mainstream entertainment for a digital generation, blending competition, storytelling, shopping, and social interaction into a seamless fan journey.

Beyond fan engagement, the partnership opens new avenues for brands to connect with esports audiences globally. Amazon’s advertising solutions will enable exclusive content, custom executions, programmatic media, and retail integration, creating a powerful storytelling environment that benefits players, clubs, fans, and sponsors alike.

Mike McCabe, COO of EWCF, emphasized how esports is reshaping entertainment consumption for a new generation, highlighting the collaboration’s role in embedding esports into everyday digital life worldwide.

Rayan Karaky of Amazon Ads noted that the partnership supports Saudi Arabia’s Vision 2030 goals by positioning the Kingdom as a global esports hub and advancing digital entertainment and technology leadership.

The Esports World Cup Festival 2025 will be a grand celebration of gaming culture, featuring esports tournaments, live music, retro arcades, anime cafes, cosplay, and creator studios. It will host 2,000 elite players and 200 clubs from over 100 countries competing in 25 tournaments across 24 games, with a record-breaking prize pool exceeding $70 million.

This partnership between EWCF and Amazon Ads exemplifies the future of esports as a deeply integrated, multimedia entertainment ecosystem that connects fans, players, and brands on a global scale.