In a move that signals more than just a typical sponsorship, Saudia – the Kingdom’s national airline – has joined the Esports World Cup Foundation (EWCF) as its official Airline Partner.
Announced through a first-of-its-kind virtual signing inside a gaming world, the partnership places the flag carrier at the heart of a global entertainment phenomenon and marks a striking new chapter in how brands engage with audiences born in digital spaces.
Set in Riyadh’s Boulevard City from July 7 to August 24, the Esports World Cup 2025 brings together more than 2,000 players from more than 100 countries, competing for a combined prize pool of $70m.
For brands like Saudia, it presents a
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