Germany based sponsorship measurement solutions company Shikenso Analytics formally announced Tuesday that it has been named the “official sponsorship analytics provider” of the Esports World Cup 2025 (EWC 2025), which is currently taking place in Riyadh, Saudi Arabia. The company has actually been working quietly behind the scenes at the Esports World Cup since its start in July, according to a representative.
Financial terms and duration of the deal were not disclosed.
Shikenso Analytics is using its AI-powered analytics tools to analyze the performance of brands during live broadcast of all 25 competitions in 24 game titles across Twitch, YouTube, regional TV broadcasters and other platforms. The company is also monitoring social media platforms, in-game brand placements, and activations at Boulevard City’s 645,000 square foot venue, and creator content partner streams.
Shikenso added in its announcement that it will “deliver comprehensive impact analysis through brand surveys and uplift measurement studies, providing insights into campaign effectiveness and consumer behavior change.”
All of this data analysis will be used to gauge the performance and exposure of brands, sponsors, and partners during the competition.
The Esports World Cup Foundation joins other Shikenso Analytics partnerships including tournament organizer BLAST, FNATIC, Alliance, ESL FACEIT Group, MOONTON, GamerLegion, ALDI France, G2 Esports, Complexity, Team BDS, PGL, Team Liquid, Bright Up Agency, GIANTX, SK Gaming, Yalla Esports, Gentle Mates, M80, INSIGHT, Ninjas in Pyjamas (NIP Group), KRÜ Esports, FURIA, Turtle Beach, Pinnacle, GAIMIN Gladiators, Berlin-based BIG, and Portugal-based Saw.gg.
Projects backed or owned by the Saudi Arabian government such as Esports World Cup are often criticized for helping the government engage in so-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 have been highlighted by international watchdog groups such as Amnesty International and Human Rights Watch.