The Esports World Cup Foundation has announced a partnership with German sportswear brand Adidas for the Esports World Cup taking place next month.
Image Credit: Adidas, Esports World Cup
Adidas will become the official merchandise sponsor of the Saudi Arabian esports event, providing players with a special line of clothing. Event staff will also get co-branded shirts during the tournament, which begins on July 4 and ends on August 25, 2024. Acc
Taking place in Riyadh, Saudi Arabia, the Esports World Cup made headlines after announcing an incredible $60 million combined prize pool across 19 different esports titles. From League of Legends to EA FC to mobile games, the EWC comprises the most popular games in the world. Riot Games’ shooter, VALORANT, however, will not be part of the tournament.
Recently, the Esports World Cup also announced partnerships with the Esports Awards, Barn’s Coffee, Sony, and chocolate brand KitKat.
This is not the first time Adidas has become a sponsor for a tournament. Last year, the clothing brand also formed a deal for Gamers8, the predecessor of the Esports World Cup.
Its presence not only extends to just tournaments. Last month, it worked with North American organization 100 Thieves to launch a co-branded merchandise.
“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 at the Esports World Cup. “ 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.”
Despite having the biggest prize pool among all competitions, the organizers of the Esports World Cup, the Esports World Cup Foundation, have drawn criticism within the esports community due to its ties with the Saudi Arabian government and the country’s human rights record.
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