The Esports World Cup Foundation announced on Thursday a new partnership with global soft drink and snack foods company Pepsi for the Esports World Cup, taking place from July 3 – Aug. 25, in Riyadh, Saudi Arabia.
Financial terms of the deal were not disclosed.
Under the terms of this new multi-year deal, Pepsi has been named a strategic founding partner of the multi-week esports competition and will have its branding featured during broadcasts and throughout the various venues hosting the Esports World Cup. The Esports World Cup Foundation said in a release that it will work with Pepsi to create activations, interactive booths and drink stations, and more. In addition to hosting the Rockstar Bar with a “karaoke box,” Pepsi will serve as the naming partner of the Team Falcons venue called “Falcons HQ by Pepsi.”
The Esports World Cup is a multi-week, multi-discipline esports competition running from July 3 – Aug. 25, in Riyadh, Saudi Arabia, funded by a grant from the Saudi Arabian government, while competitions are being facilitated by ESL FACEIT Group, which is a wholly-owned subsidiary of Savvy Games Group. Savvy is owned by the Saudi government’s Public Investment Fund and its Chairman of the board is Saudi Arabia’s de facto ruler HRH Crown Prince MBS. EFG is home to tournament organizer ESL, Esports Engine, competition platform FACEIT, and esports and gaming festival company DreamHack.