Airline Saudia has secured a partnership with the Esports World Cup (EWC) as Mastercard renews its deal with the EWC Foundation.
Mastercard will be the Esports World Cup’s event supplier, providing activations, esports mentorship and more.
Saudia Announced as Airline Partner for EWC
Saudia’s partnership with the EWC includes providing exclusive travel packages and special offers for fans attending the tournament. These offers include hospitality and onboard entertainment, in addition to marketing campaigns promoting Saudi Arabia as a hub for sports and tourism.
Saudia is the national flag carrier for the Kingdom of Saudi Arabia, and has become one of the largest airline services in the Middle East. The airline company states that the partnership aligns with its commitment to ‘supporting the objectives of Saudi Vision 2030’, an initiative aimed at diversifying the Kingdom’s economy and improving the quality of life for its citizens.
Mohammed Al-Nimer, Chief Commercial Officer at the Esports World Cup Foundation, commented: “This partnership with Saudia is a key pillar in connecting esports fans and professionals to the Kingdom and in strengthening the international profile of the tournament. It reflects the Kingdom’s ambition to become a global hub for major esports.”
Mastercard Renews Partnership with EWC Foundation
Mastercard’s collaboration with EWC will bring a range of on-ground activations and payment solutions for fans during the event. This includes a bespoke version of the Mastercard Gamer Academy, where Mastercard, alongside EWC and G2 Esports, will provide 10 applicants mentorship by professionals to help them pursue a career in esports.
Fans will also be able to collect Priceless Points from games and activities at the Mastercard booth, with top scorers earning gaming gear as a reward. Furthermore, G2 Esports players will be hosting fireside chats to discuss all things related to esports.
Mastercard has long supported esports events to shape ‘future-facing experiences’ for youths. On top of last year’s EWC, Mastercard has previously sponsored Riot Games’ events for League of Legends and VALORANT.
EWC Continues to Grow
The Esports World Cup 2025 is shaping up to be the largest esports event of the year. Featuring over 25 tournaments across 24 titles, 2,000 players and 200 clubs from over 100 countries, with a prize pool of over $70m (~£52.1m).
Its partnerships with Saudia and Mastercard are the latest in its expansion, securing collaborations with brands Spotify, PepsiCo and Crunchyroll for the seven-week event.
Despite its expansion, the esports event has sparked backlash online. The EWC Foundation receives support from the Saudi Arabian Public Investment Fund, which has sparked allegations of esportswashing, or PR tactics to improve a country’s image.
The allegations against the event stem from the Kingdom’s human rights record, which continues to be the centre of scrutiny and criticism online.
