The Esports World Cup Foundation (EWCF) and Adidas have announced a partnership that aims to bridge the worlds of athletics and digital competition.

Under the agreement, Adidas will become the official merchandise sponsor of the Esports World Cup (EWC), providing competitors with exclusive gear during the tournament in Saudi Arabia.

In addition to providing the athletes with premium kits, the partnership also extends to the event staff, with EWC crew, ushers, and access control personnel sporting co-branded Adidas apparel.

Bilal Fares, Managing Director KSA at Adidas, commented: “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.”

Starting 3 July, Riyadh will become the epicentre of esports and gaming culture with the EWC hosted in Boulevard City. Fans will be able to watch top athletes and clubs compete in 22 game championships for a share of over $60m in prize money, the largest prize pool in esports history. 

Over eight weeks, the event will also feature a variety of festival activities, including gaming activations, community tournaments, pop culture celebrations, international experiences and more.

Mohammed Al Nimer, Sales Director, EWCF, said: “The Esports World Cup is proud to partner with Adidas, a brand that embodies the spirit of competition and innovation. 

“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.”

Previous articleCONMEBOL selects Legends for Copa América 2024 store
Next articleCopa America completes 2024 sponsor portfolio with Coca-Cola