Aramco, HONOR and Unilever join Esports World Cup as partners

esports world cup
The Esports World Cup trophy. Image credit: Esports World Cup Foundation

The Esports World Cup Foundation has announced oil and gas company Aramco, phone manufacturer HONOR and consumer goods company Unilever as its latest partners.

Aramco will be the official partner of Esports World Cup’s sim racing segment, HONOR will be the event’s official smartphone provider and Unilever will showcase its AXE Body Spray and CLEAR MEN products at the EWC.

ESI Lisbon 2024

The three new partners will all play prominent roles during the Esports World Cup, taking place throughout July and August in Riyadh, Saudi Arabia. The trio are the latest in a string of partnerships for the EWC that include the likes of Adidas, TikTok and Pepsi. The event will feature more than 20 tournaments and have a total prize pool of $60m (~£48.1m).

Aramco, a Saudi Arabian state-owned oil and gas company, has returned as a main partner for the EWC after partnering with Gamers8 last year. The company will be the main sponsor for the simulation racing area of the event, called the Aramco SIM Arena. The area will feature high-end simulators for visitors to try out and compete in smaller community tournaments.

HONOR, a Chinese smartphone and technology brand, has joined the Esports World Cup as one of its hardware suppliers. The phone manufacturer’s HONOR 200 Pro model will be used by players in several mobile tournaments, such as Mobile Legends: Bang Bang, Free Fire and Honor of Kings.

Unilever will host activations and promotions for two of its brands, the CLEAR MEN shampoo and AXE Body Spray, during the Esports World Cup. The company noted that the EWC is the “ideal opportunity to help inspire gamers in Saudi Arabia”, and a great way to promote its products to the target demographic.

Despite the tournament securing a range of commercial partners, the Esports World Cup has sparked criticism from sections of the community. The Esports World Cup is backed by the Saudi Arabian government, which has been criticised for its stance on LGBTQ+ and women’s rights.

Ivan Šimić
Ivan comes from Croatia, loves weird simulator games, and is terrible at playing anything else. Spent 5 years writing about tech and esports in Croatia, and is now doing it here.