Cenomi Centers is not just showing up to the Esports World Cup 2025, they are stepping in as a major player. In an announcement that merges gaming hype with retail innovation, Cenomi Centers has officially been named the main partner of this year’s most anticipated global esports event. Hosted in Riyadh, the Esports World Cup has quickly grown into one of the most influential gatherings in competitive gaming, and now Cenomi’s involvement is set to elevate the experience far beyond traditional expectations.
The partnership could not come at a better time. Saudi Arabia’s Vision 2030 plan is transforming the Kingdom into a cultural and entertainment powerhouse. And this partnership blends perfectly with that vision. Cenomi Centers is known for creating next-gen lifestyle destinations, and now they are bringing that same energy to esports. Imagine gaming, shopping, tech, and immersive fan activations, all happening under one roof. That is what this partnership promises.
Cenomi’s debut move includes a full-blown branded gaming experience at Nakheel Mall Riyadh. The mall will turn into a celebration zone with EWC-themed installations and esports engagement zones where fans can experience competitive gaming like never before. This is not just sponsorship, it is integration at a cultural level. Cenomi is positioning its retail spaces not just as shopping spots but as entertainment hubs for the young, the digital-savvy, and the gaming-obsessed.
Alison Rehill-Erguven, CEO of Cenomi Centers, said the partnership speaks to the brand’s ambition to lead in retail innovation by investing in youth-oriented experiences. She emphasized that Cenomi is not just observing culture, it is shaping it. With entertainment zones, tech-powered retail, and immersive esports setups being built into locations like Jawharat Jeddah, Cenomi is becoming more than a mall developer. It is now a cultural architect.
For the Esports World Cup Foundation, this partnership makes strategic sense. With millions of young fans flocking to the event in person and online, tapping into Saudi Arabia’s biggest lifestyle player will amplify the reach and engagement of the tournament. Mohammed Al Nimer, Chief Commercial Officer at EWC Foundation, called it a way to bring esports into the daily lives of fans across the Kingdom. This means esports won’t just be on your screen, it will be part of your daily hangout, your shopping run, or your weekend plan.
The Esports World Cup 2025 is returning to Riyadh from July 7 to August 24, and it is already breaking records. With over 25 tournaments across 24 titles including League of Legends, Dota 2, Call of Duty, Counter-Strike 2, and Mobile Legends, the event features 2,000 top-tier players, 200 clubs, and more than 100 nations battling for glory. With a staggering 70 million dollar prize pool, this is the largest cash prize in esports history, and fans can expect more than just matches. From anime cafés to retro arcades, live music to cosplay corners, the EWC has become a lifestyle festival.
And now, with Cenomi Centers on board, that lifestyle is becoming even more vibrant. It is a move that not only supports the Kingdom’s vision for cultural leadership but also gives gamers something unforgettable. Whether you are watching the grand finals or just hanging out at the mall, this year’s Esports World Cup is set to blur the line between sport, culture, and entertainment.
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