By integrating the Esports World Cup with Amazon’s Twitch, Prime Video, Wondery and Alexa, the collaboration will create new ways for fans to watch, interact with, and celebrate competitive gaming on a global stage.
The Esports World Cup Foundation (EWCF) has entered a landmark three-year partnership with Amazon Ads to elevate the global reach and fan experience of the Esports World Cup (EWC), the world’s premier esports and gaming event set to return to Riyadh, Saudi Arabia, from July 7 to August 24, 2025. This extended collaboration builds on their successful 2024 partnership and will integrate Amazon’s suite of advertising and entertainment platforms—including Twitch, Prime Video, Alexa and Wondery—to deliver immersive and interactive experiences for fans worldwide.
The partnership aims to redefine how fans engage with esports, combining high-stakes competition with compelling digital storytelling and entertainment. The Esports World Cup Hub, launched on Amazon.sa and Amazon.ae during the previous edition, will now be expanded through customised content and activations. Fans will be able to stream matches live on Twitch, watch an original EWC docuseries on Prime Video, receive real-time updates through Alexa, and enjoy narrative-driven experiences via the Wondery podcast network.
EWCF and Amazon Ads plan to use this collaboration to expand the tournament’s footprint across key global markets including the United States, Europe, Brazil, Mexico, the MENA region, Turkey, India and Canada. By combining Amazon’s global advertising infrastructure with EWCF’s dynamic tournament ecosystem, the initiative will allow brands to engage directly with next-generation esports audiences through programmatic media, exclusive content, and integrated retail experiences.
Mike McCabe, Chief Operating Officer, at the Esports World Cup Foundation, said: “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 the largest of its kind, featuring 2,000 elite players and 200 Clubs from over 100 countries, competing in 25 tournaments across 24 games for a record-setting prize pool exceeding $70m. The event will run alongside the Esports World Cup Festival in Riyadh, offering fans a diverse lineup of experiences including live music, cosplay, anime cafes, creator studios, retro arcades, and more—celebrating gaming not just as a competition, but as a cultural phenomenon.
