The Esports World Cup Foundation (EWCF) has teamed up with Unilever, a global consumer goods giant, for the Esports World Cup (EWC) in Riyadh, Saudi Arabia.
This multi-week tournament kicks off on July 3, 2024, featuring popular Unilever brands CLEAR MEN Shampoo and AXE Body Spray as official sponsors.
Commenting on the association, Mohammed Al Nimer, Sales Director, Esports World Cup Foundation, said, “We’re thrilled to partner with Unilever and welcome CLEAR MEN and AXE Body Spray to the Esports World Cup. Gamers seek ways to express themselves with confidence, especially from brands that understand their lifestyle. This collaboration allows the EWC to connect gamers with quality products that positively impact their daily routines.”
Tina Chikhani Nader, Head of Digital Media and Commerce for Unilever GCC, added, “CLEAR MEN’s mission is to empower men to #KeepAClearHead and perform at their peak, whether in gaming or everyday life. Given the immense passion for gaming in Saudi Arabia, we are excited to partner with EWC. Through this alliance, we aim to demonstrate how CLEAR MEN can help gamers overcome challenges in-game and in real life, fostering meaningful connections within the gaming community.
“As for AXE, the brand is all about empowering guys to feel confident and attractive, and our irresistible fresh fragrances are the perfect wingman for achieving that. We see a natural fit between AXE’s brand values of confidence, style, and individuality, and the competitive, self-expressive culture of the gaming world. This partnership is a chance to connect with Saudi gamers on a deeper level and show them how AXE can help them level up their confidence, both in the virtual arena and in real life.”
Unilever, a household name for over a century, boasts a vast portfolio of popular brands across various sectors, including Hellmann’s, Knorr, and Dove. Beyond esports, the brand is currently sponsorsing major sporting events like Copa America 2024, UEFA Euro 2024, and the Confederation of African Football. The brand recently secured Real Madrid and Brazil star Vinicius Junior as a brand ambassador.
The Esports World Cup has already secured a prestigious list of commercial partners Aramco, stc Group, LG UltraGear, adidas, KITKAT, Barn’s Coffee, and Sony Group Corporation.
The Esports World Cup promises to be an epic event, solidifying Riyadh’s position as a global esports hub. Held within Boulevard City, elite esports teams will battle for a record-breaking $60 million prize pool, the largest in esports history.