The Esports World Cup Foundation announced Tuesday that it has partnered with international hotel chain Hilton, and the Saudi Tourism Authority (STA).
Financial terms of these deals, which were announced separately, were not disclosed.
Under the terms of its deal with the STA, its “Saudi, Welcome to Arabia” tourism campaign has been named the official destination brand of the 2025 Esports World Cup. Increasing tourism in the region is a core goal of the Saudi Arabian government’s Vision 2030 agenda alongside its National Gaming and Esports Strategy, which aims to make the country a global hub for the gaming industry by 2030. During the duration of the 2025 Esports World Cup, the
STA and EWCF will host “cultural programming and tailored activations for fans, with experiences ranging from high-stakes competition to live music, anime cafes, retro arcades, cosplay, and more,” according to the announcement.
According to data from the STA, the inaugural EWC “welcomed 2.6 million visitors, 14% of whom traveled from overseas.” It should be noted that the STA is an agency that is operated by the Saudi Arabian government to promote tourism and travel within the region, if that wasn’t abundantly clear already.
Also announced on Tuesday, international hotel chain Hilton was named the official hotel partner for the 2025 Esports World Cup. Financial terms of that deal were not disclosed.
The multi-year partnership will see Hilton provide “premium accommodation, purpose-built facilities, and dedicated spaces designed to support focus, recovery, and peak performance throughout the seven-week tournament.”
Select Hilton properties across Riyadh have been transformed for the occasion, featuring Esports World Cup-themed façades, digital signage, lobby screens, and co-branded activations.
“We are thrilled to be part of this dynamic global event. At Hilton, we believe that it matters where you stay – and when players and fans stay with us, they can count on reliable and friendly service, a great night’s sleep, the convenience of digital key, and memorable dining experiences,” said Tanya Clifford, VP of Hilton Worldwide Sales, EMEA. “Through this new partnership with EWC, we look forward to welcoming guests to our hotels in Saudi Arabia, delivering unforgettable stays and our signature hospitality.”
Both Hilton and the STA join a growing list of new and returning partners including Mastercard, IMG, Spotify, Lenovo, stc Group, Stream Hatchet, and Aramco, among others.
The Esports World Cup is a seven week, multi-title competition hosted in Riyadh, Saudi Arabia, featuring an overall prize pool of more than $70 million USD. The competition is funded by a grant from the Saudi Arabian government’s Public Investment Fund and operated in cooperation with ESL FACEIT Group, a wholly owned subsidiary of Saudi government-owned gaming and esports company Savvy Games Group. The 2025 edition runs from July 7 – Aug. 24, and will be followed by the business conference, the New Global Sport Conference (NGSC2025), on Aug. 23 – 24, at the Four Seasons Hotel in Riyadh.
Projects backed or owned by the Saudi Arabian government such as Esports World Cup are criticized for helping the government engage in “sports washing,” or using various forms of entertainment to cover up its record on human rights, women’s rights, LGTBQ+ rights, military actions in Yemen, and more. These and other criticisms have been highlighted by international watchdog groups such as Amnesty International and Human Rights Watch.