The Saudi Arabian government-backed Esports World Cup Foundation launched a public call this week for licensee partners, giving brands and companies a chance to join what it calls its
“Global Licensing Program.”
Brand owners interested in participating are encouraged to provide contact details for an opportunity to create official esports world cup products including gaming accessories, bags/backpacks, apparel, home decor, traveling accessories, sporting goods, toy products, and even games. The program is not region specific, meaning that any company in any country that wants to help promote the Esports World Cup by creating and selling products can do so, in theory.
The appeal first appeared on Microsoft-owned, business-focused social media platform LinkedIn.
“We are excited to announce the expansion of our licensing program, inviting innovative companies to become official partners of The Esports World Cup, the world’s largest esports and gaming event,” the post noted.
Those accepted into the licensee program will become official partners who will be able to “produce, promote, and sell officially licensed products and services featuring the Esports World Cup’s (EWC) iconic trademarks, connecting their brand with millions of next-generation fans around the globe.”
Financial incentives, if any, were not disclosed in the post, and the application process apparently begins by simply sending an email to licensing@worldcupfoundation.org. The Esports Advocate sent an email seeking additional information, but there was no response at the time of publication.
One would assume that the terms would include some sort of financial incentive like the EWCF’s other programs for esports organizations, details on the revenue split on items sold, branding guidelines for any products created, as well as stringent marketing guidelines for social media.
TEA will update this story should more information become available.
In case you are not familiar with it, the Esports World Cup is a multi-title, eight-week competition held on an annual basis during the summer that is managed by the Esports World Cup Foundation, a non-profit funded (it claims) by a sporting grant from the Saudi government’s sovereign wealth fund, the Public Investment Fund. The Esports World Cup is operated by ESL FACEIT Group, a wholly owned subsidiary of Saudi government owned gaming and esports company Savvy Games Group. EFG is home to a number of tournament organizers and broadcast production companies including DreamHack, ESL, FACEIT, and Esports Engine.
Projects backed or owned by the Saudi Arabian government such as Esports World Cup are frequently criticized for helping the government engage in what is called “sports washing,” or using various forms of sport and entertainment to cover up its record on human rights, women’s rights, LGTBQ+ rights, military actions in Yemen, and more. These and other criticisms are actively highlighted by international watchdog groups such as Amnesty International and Human Rights Watch.