Sports apparel Adidas has signed on as a partner of the inaugural Esports World Cup (EWC) in Saudi Arabia. The groundbreaking partnership that bridges the worlds of athletics and digital competition.
As part of the deal, the German sportswear brand to provide esports athletes with exclusive gear, including premium kits. The partnership doesn’t end there, EWC event staff will also wear co-branded Adidas apparel.
The EWC will take place in Riyadh from 4th July to 25th August. It is run by the Esports World Cup Foundation, which is funded by the kingdom’s Public Investment Fund (PIF). The event will feature 21 game titles, more than 30 esports clubs and 1,500 players, and offer a record prize pool of more than US$60 million.
“The Esports World Cup is proud to partner with Adidas, a brand that embodies the spirit of competition and innovation,” said Mohammed Al Nimer, sales director, Esports World Cup Foundation. “This partnership allows Adidas to connect with a passionate and dedicated fanbase, presenting a unique opportunity to engage with the rapidly growing esports community. We look forward to co-creating innovative experiences that excite fans and elevate the esports landscape.”
Bilal Fares, managing director, Kingdom of Saudi Araiba, Adidas, added: “Building on the success of our Gamers8 partnership, Adidas is thrilled to join forces with the Esports World Cup, a global leader in esports and gaming. Our return to Riyadh underscores our commitment to this dynamic community. This collaboration highlights Adidas’ dedication to the kingdom’s growing gaming scene and our ongoing exploration of sports and entertainment.”
The deal with Adidas is the latest sponsorship secured for the EWC, with the brand joining the likes of KitKat and Sony.
