The Esports World Cup, a multi-title esports event organised by the Esports World Cup Foundation, has partnered with global beverage conglomerate Pepsi.
Pepsi has agreed to become a strategic partner for the Esports World Cup in a multi-year deal.
The deal will see Pepsi provide fans with activations and activities at the Esports World Cup. This includes the Rockstar Bar which will have a karaoke area features a selection of drinks on offer for fans. In addition, Pepsi has become the naming partner for the Falcons venue, now called Falcons HQ by Pepsi.
Pepsi, alongside many other mainstream food and drinks companies, is a well-established partner in esports. This time last year PepsiCo announced a multi-year partnership with EA FC and became a partner for Gamers8 – the predecessor of the Esports World Cup. But as far back as 2017 Pepsi have been involved in esports.
The partnership of Pepsi follows a trend of partner announcements from the Esports World Cup over the last few months. The event held in Riyadh next month has announced deals with German sportswear brand Adidas, Sports media platform DAZN, Hardware brand LG UltraGear and many more.
A representative from Pepsi stated: “We are proud to partner with such an iconic brand in Pepsi to energize fans for a memorable summer at the Esports World Cup. Fans are truly what bring esports events to life, and it’s great to work alongside Pepsi who shares in our vision and commitment to elevating their experiences. ”
The Esports World Cup Foundation, the organisers of the Esports World Cup, is backed by the Saudi Arabian government. As such, the multi-title event has faced criticism from teams and the community over Saudi Arabia’s human rights record.
