PepsiCo has officially renewed its partnership with the Esports World Cup Foundation for the highly anticipated 2025 edition of the Esports World Cup. Building on the momentum of its successful debut last year, PepsiCo will return as a main partner, with its flagship beverage brands Pepsi and Mountain Dew taking center stage throughout the event. This renewed collaboration underscores the company’s growing investment in gaming culture and reaffirms its intent to become a long term player in the global esports industry.
As one of the world’s most recognizable consumer brands, PepsiCo’s return signals confidence in the Esports World Cup’s ability to attract massive international audiences and deliver immersive, high energy experiences. With the tournament expanding in size and scope, the involvement of PepsiCo brings a strong lifestyle and pop culture presence to the event, making it more than just a gaming competition. This partnership is expected to amplify fan engagement on and off the screen, from professional stages to casual fan lounges.
At this year’s event, attendees will see Pepsi and Mountain Dew integrated across all levels of the festival infrastructure. Branded fridges will be strategically placed inside the Players’ Lounge and across various backstage zones, ensuring athletes and teams stay refreshed between high stakes matches. On the public facing side, product placement and immersive activations will be found throughout the event grounds, reinforcing the drinks’ visibility in both digital and physical formats. Mountain Dew, which has a long history of involvement in action sports and gaming, will especially focus on high energy interactions and exclusive in game branding opportunities.
The Esports World Cup 2025 is shaping up to be the largest in its history, with over two thousand players from more than one hundred countries competing across a wide range of popular titles. With a record setting prize pool exceeding seventy million dollars, the event is expected to dominate the summer gaming calendar. For PepsiCo, being part of this spectacle is more than a marketing opportunity. It is a strategic move that aligns the brand with the dynamic, tech savvy, and globally connected Gen Z and Millennial audiences who define the future of entertainment and consumer culture.
PepsiCo’s return also reflects a broader trend in which mainstream companies are no longer sitting on the sidelines of esports. Instead, they are investing heavily, recognizing that gaming is not just a pastime but a full blown cultural force. By partnering with global esports institutions like the Esports World Cup Foundation, brands like Pepsi and Mountain Dew are positioning themselves at the heart of digital youth culture, gaining loyalty through meaningful engagement rather than just advertising.
The partnership also supports Saudi Arabia’s vision of becoming a major hub for gaming and esports. With Riyadh playing host once again, and with support from global partners like PepsiCo, the event aims to redefine the standard for international esports festivals, blending elite competition with entertainment, community spaces, brand zones, anime and cosplay arenas, and even live concerts.
As July 7 draws closer, all eyes are on Riyadh to see how the Esports World Cup 2025 will top last year’s spectacle. And with PepsiCo back on board, the tournament is already primed to deliver a refreshing twist to the competitive energy, bringing together world class gameplay and lifestyle branding like never before.
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