The Esports World Cup Foundation, a champion for esports growth, has teamed up with the sportswear giant, adidas, in a landmark partnership.
This collaboration has marked a major step in connecting the worlds of traditional athletics and the booming phenomenon of competitive esports.
As the official merchandise sponsor, the athletic brand will design and provide exclusive performance gear for the cybersports athletes competing at the World Cup. This commitment extends beyond players, with all event staff – crew, ushers, and access control personnel – sporting co-branded adidas apparel.
Mohammed Al Nimer, Sales Director, Esports World Cup Foundation, 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.”
Bilal Fares, Managing Director KSA, adidas, echoed this sentiment, stating, “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.”
A titan in the sportswear industry, adidas boasts a rich heritage dating back to the 1950s. Renowned for its iconic three stripes, the sportswear company reigns supreme as Europe’s largest sportswear company and holds the number two spot globally. The sportswear company with the three stripes continue to expand as the unit recently secured a partnership to outfit Cristiano Ronaldo‘s team, Al Nassr FC, starting in the 2024-25 season. The German sportswear giant also serves as the official sporting goods partner and main partner for the Dutch football club AFC Ajax and the Premier League club Aston Villa FC.
The Esports World Cup has already announced partnerships with Barn’s Coffee and Sony Group Corporation for the upcoming event.
Set to kick off on July 3, the global esports championship will transform Riyadh into a global hub for esports fandom and gaming culture. Held within Boulevard City, the tournament will see elite esports clubs battle for a share of the largest prize pool in esports history, a staggering $60 million.