TikTok named as official partner for the Esports World Cup

Short-form video platform TikTok has partnered with the Esports World Cup Foundation, the organisers of the Esports World Cup.

As a result, TikTok will be the official entertainment platform for the Esports World Cup, with a dedicated EWC hub featured on the app for coverage.

ESI Lisbon 2024

Created by Chinese company Bytedance, TikTok is one of the world’s largest social media apps with more than 1bn active users. The platform’s partnership with the EWC makes the social media app a main source of behind-the-scenes content for the EWC, and a major content partner in general.

As part of the partnership, TikTok will launch an EWC Hub in the app. This segment will show content from the EWC official broadcasters, teams and players. The EWC will also produce content to be exclusively shared through TikTok and will work with TikTok creators for additional activations.

In addition, TikTok and the EWC will create a weekly show that features reports and news from the Esports World Cup, to be aired through the TikTok app.

Mohamed Harb, Head of Partnerships at TikTok MENA, commented: “Promoting a shared appreciation for e-sports, connecting fans and players across different cultures and regions is at the top of TikTok priorities. By leveraging our innovative capabilities, content creators can bring fresh and exciting perspectives to the esports community.”

The Esports World Cup is poised to be the largest esports and gaming event ever to take place and will be hosted in Riyadh, Saudi Arabia this July and August. The EWC has already announced a large roster of partners, with the most recent ones being sportswear brand Adidas and beverage brand Pepsi. $60m (~£48.1m) in prize money will be handed out during the EWC across 21 esports titles. 

The event also attracted controversy due to its connection to the Saudi Arabian government and the country’s human rights records surrounding LGBTQ+ rights, women’s rights, and its crackdown on dissent.

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.