The Esports World Cup Foundation (EWCF) announced a new partnership with the Saudi Tourism Authority (STA)’s official destination brand Saudi, Welcome to Arabia on Tuesday, 15th July.
Saudi, Welcome to Arabia is the official destination partner for the ongoing 2025 Esports World Cup which will run until 24th August.
The event is set to welcome audiences from around the world, and the partnership with the STA will showcase Saudi Arabia’s cultural heritage, along with its diverse entertainment offerings.
According to STA spokesperson Abdullah Aldakhil: “Saudi hosting the Esports World Cup once again this year, reinforcing its position as a global hub for sports tourism and entertainment. EWC is more than just a tournament. Saudi invites audiences to go beyond the arena and experience the true Heart of Arabia through curated activations that showcase its diverse offerings. It’s an opportunity to turn spectators into explorers, and ensure every visit sparks a deeper connection with Saudi.”
The collaboration further positions Riyadh as a leading destination for world class sports and entertainment, and authentic, immersive experiences rooted in Saudi hospitality.
What the partnership entails
STA and EWCF will develop a host of cultural programming and tailored activations for fans, with experiences ranging from high-stakes competition to live music, anime cafes, retro arcades, cosplay, and more.
Visitors will be able to explore beyond EWC, partaking in Saudi’s mix of heritage, nature, luxury, and modernity, from its dynamic cities to ancient UNESCO sites, to Saudi Red Sea escapes.
EWCF head of sponsorship François Desir declared: “We’re excited to work with the Saudi Tourism Authority (STA) to welcome fans from around the world to Riyadh this summer. The Esports World Cup brings together players, clubs, and communities from every corner of the globe — and our partnership is about making their experience here unforgettable. It’s a celebration of competition, culture, and the unique hospitality that defines Saudi.”
Bigger and better
In 2024, the inaugural EWC welcomed 2.6 million visitors, 14 percent of whom traveled from overseas.
For 2025, expanded programming, increased venue capacity, and early travel packages supported by Saudi, Welcome to Arabia, have led to 40 percent of ticket sales to date being from international fans.
This year’s EWC promises to be bigger and better, supporting Saudi’s profile as a destination for global gaming and live entertainment.
With its return to Riyadh, the Esports World Cup will unite global gaming communities for a celebration of esports culture.
Featuring 25 tournaments across 24 games, 2,000 elite players, and 200 Clubs from over 100 countries, this year’s EWC also offers the largest prize pool in esports history, over $70 million.
