India-based NODWIN Gaming recently announced that it has partnered with the Esports World Cup Foundation (EWCF) to manage media rights sales across South Asia, with a focus on India, Bangladesh, Nepal, and other surrounding territories.
Financial terms of this new deal were not disclosed.
Under the terms of the deal, NODWIN Gaming will act as the strategic partner for the EWCF in the region, handling media rights sales and distribution strategies for the EWC across South Asia. The parties hope that this deal will provide exposure to the multi-week event across a broader audience of fans in this growing market. NODWIN Gaming will also serve as the EWCF’s marketing partner for the Indian market, executing tailored, local campaigns and initiatives.
“The Esports World Cup is a landmark moment for global esports, and we’re proud to partner with the EWCF to bring that experience to South Asia,” said NODWIN Gaming Co-Founder and Managing Director Akshat Rathee. “This partnership is about more than just broadcasting a tournament – it’s about building a bridge between South Asia’s incredibly passionate gaming communities and the global stage that the EWCF represents. Whether it’s in India, Bangladesh, Nepal or beyond, our goal is to make world-class esports content more accessible than ever. We’re excited to work closely with the EWCF to not only grow the tournament’s reach but to also support the larger ecosystem and community it helps foster.”
The Esports World Cup is a multi-title, multi-week competition that offers more than $70 million USD in prizing and features competitive teams from across the world. The annual event is held in Riyadh, Saudi Arabia, and runs from early July until the end of August.
The competition is operated by the Esports World Cup Foundation, a self-described non-profit organization that receives its funding from the Saudi Arabian government’s sovereign wealth fund, the Public Investment Fund. The event is operated with the help of ESL FACEIT Group, a wholly owned subsidiary of Saudi Arabian government-owned Savvy Games Group.
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.
NODWIN Gaming joins a growing list of recently announced partners include Lenovo, Pepsi, HONOR, stc Group, and Aramco, and many others.