The Esports World Cup Foundation (EWCF) has recently announced a significant partnership with the renowned coffee brand, Barn's Coffee. This collaboration appoints Barn's as the exclusive coffee supplier for the prestigious Esports World Cup event. The coffee brand will enhance the event by setting up a booth to serve refreshments to attendees, ensuring a rejuvenated audience.

 

 

Adding to its esteemed list of associates which includes the real estate giant Qiddiya and the well-known game publisher Level Infinite, Barn's Coffee joins as a main partner. This partnership is part of a broader initiative to transform Riyadh, the capital of Saudi Arabia, into a central hub for esports and gaming. Earlier this year, both Qiddiya and Level Infinite were announced as partners in these efforts.

 

The Esports World Cup is noteworthy not only for its partnerships but also for its record-breaking prize pool of $60 million, distributed across 19 game titles, making it the largest in the history of esports. The competition, which is set to commence in July and span eight weeks, has gained considerable attention globally.

 

The involvement of the Saudi Arabian government through initiatives like the Esports World Cup is part of a larger strategy to penetrate the gaming and esports sectors. However, this move has been met with mixed reactions, with some critics labeling it as 'esportswashing'—an attempt to improve the nation's image amidst controversies regarding human rights.

 

The Savvy Games Group, supported by the Saudi government, has been actively involved in the esports landscape, owning the ESL FACEIT Group since their merge in 2022.

 

Mohammed Al Nimer, the Sales Director at the Esports World Cup Foundation, expressed enthusiasm about the partnership, stating, "We are delighted to welcome Barn's, a beloved coffee brand in the Kingdom, as a Main Partner of the Esports World Cup. This collaboration not only aligns with our goal to enhance the spectator experience but also demonstrates our commitment to forming meaningful partnerships that resonate with our enthusiastic audience."

 

This strategic alliance marks a significant milestone in the ongoing efforts to integrate major brands with the rapidly expanding field of esports, ensuring a dynamic and engaging environment for all participants and attendees.