Hamada Higgy, Head of Marketing, Barn’sAs the dust settles on another wildly successful Esports World Cup (EWC) in Riyadh, it’s clear that the event provides invaluable lessons.
The numbers from EWC truly stack up. This year’s event attracted more than 750 million viewers, who contributed to a total watch time of 184 million hours, a testament to the audience’s deep engagement.
On social media alone, the tournament generated an astonishing 8 billion impressions. On the ground, EWC transformed Riyadh into a global hub, drawing 3 million visitors to Boulevard City, the tournament venue, and an estimated 300,000 international visitors to the Saudi capital over six weeks of world-class gaming. In terms of hours of content consumed, EWC 2025 was at least 50 per cent bigger than last year’s event.
Perhaps the most significant achievement of EWC isn’t the marketing return on investment (ROI) data, impressive as it is, but the cultural shift the event has embraced. Today, Saudi Arabia stands proudly as a global esports destination, where two-thirds of the population describe themselves as gamers.
The Kingdom not only staged a groundbreaking global event but also witnessed its own Saudi teams and individuals perform brilliantly too, with Team Falcons winning the coveted Club Championship trophy.
And, of course, EWC was much more than a tournament. It was a genuine festival – with live concerts, cultural activities and themed cafés – a fascinating fusion of international pop culture and local flavours.
“A majority of esports fans are more inclined to buy products from brands that sponsor their favourite teams, demonstrating a direct link between sponsorship and consumer loyalty.”
Through initiatives such as EWC, Saudi Arabia is presenting a new face to the world: youthful, dynamic, inclusive, digitally native and confidently future-forward. The National Gaming and Esports Strategy hopes esports will directly and indirectly contribute as much as $13bn to the national economy by the end of the decade, a huge boost to the region’s nascent digital entertainment industry.
It’s no wonder that both Saudi Arabia and several international brands were eager supporters of this year’s EWC. Barn’s was thrilled to be the tournament’s exclusive coffee partner, connecting with the Kingdom’s burgeoning gaming community and flying the flag for homegrown industry and innovation. We were particularly excited to introduce our speciality coffee brand, Barn’s X, at the event. Perhaps you sampled one of our drinks at the Barn’s X speciality coffee bar on the VIP Embassy floor or enjoyed a Mocha Frappe made by our purpose-built robotic arm while attending the New Global Sports Conference.
EWC was also the ideal platform to celebrate our partnership with Team Falcons, demonstrating our support for local talent and Saudi Arabia’s growing sports ecosystem.
Just as Saudi Arabia is challenging misperceptions through EWC, so is Barn’s also reinvigorating its relationship with younger consumers, demonstrating that we, too, are part of the future of entertainment and culture.
This is the beauty of the esports movement. Brands used to be passive participants in global sports events, a name on a billboard or a shirt. The nature of esports means that they are part of the action rather than merely spectators. They create personalised content, run contests and engage fans directly on social platforms.
The fact that esports is a culture as much as it is a sport explains the diversity of EWC’s sponsors. Brands can get real-time data on viewership, engagement and even meme culture, which provides a far more precise understanding of their ROI compared with traditional media buys. The ability to measure the impact of their digital activations on a Gen Z audience – often beyond the reach of traditional media – is another major draw.
Some companies have become so integrated into the esports scene that they are no longer just viewed as advertisers but as integral parts of the gaming ecosystem. In fact, a Nielsen study found that a majority of esports fans are more inclined to buy products from brands that sponsor their favourite teams, demonstrating a direct link between sponsorship and consumer loyalty.
The marketing world is recognising that the future lies in authentic, interactive engagement with an audience that has moved beyond passive consumption. The EWC has opened up a hitherto elusive demographic to brands willing to rise to the challenge.
It is part of a broader trend of ‘new’ sports capturing international attention and engaging new audiences in a different way than traditional, established sports. These platforms have become a powerful way for brands to align with a new set of values: technology-driven, innovative and globally engaged.
At Barn’s, we firmly believe that investing in esports goes beyond marketing. We are investing in our community and the next generation of our customers.
As a proud Saudi partner of the Esports World Cup for the second year running, we can heartily conclude: “GG!” [Good game!]
By Hamada Higgy, Head of Marketing, Barn’s
