Esports World Cup Foundation, Amazon announce pact to take gaming mainstream

The Esports World Cup 2025 will feature 2,000 elite players and 200 clubs from over 100 countries. (Supplied)
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Updated 12 June 2025
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Esports World Cup Foundation, Amazon announce pact to take gaming mainstream

  • Three-year plan to boost Esports World Cup’s global reach
  • Key locales include US, Europe, Middle East, India and Canada

RIYADH: The Esports World Cup Foundation has announced a three-year collaboration with Amazon Ads.

The pact announced on Tuesday by the EWCF combines the Esports World Cup’s premier event with Amazon’s full-funnel advertising and entertainment services.

The world cup will be held in Riyadh from July 7 to Aug. 24.

The organizations hope to deliver compelling fan experiences and expand the tournament’s global reach across Twitch, Prime Video, Alexa and Wondery.

The two organizations collaborated last year on the inaugural Esports World Cup, which featured the launch of a tournament hub on Amazon.sa and Amazon.ae.

“Esports is redefining how a new generation consumes entertainment — always on, always accessible, and deeply social,” said Mike McCabe, chief operating officer at the EWCF.

“With Amazon, we are bringing esports into everyday digital lives for millions of people around the world — whether you’re catching highlights on Prime, or a livestream on Twitch, or asking Alexa for updates — creating an immersive, multimedia experience that’s shaping its place in global culture.”

The organizations will extend the reach of the Esports World Cup across key locales, including the US, Europe, Brazil, Mexico, the Middle East and North Africa, Turkiye, India and Canada.

Rayan Karaky, managing director, EMEA & Southeast Asia at Amazon Ads, said: “We are excited to continue our collaboration with EWCF to shape how esports is experienced globally.

“Our collaboration will power immersive fan experiences across multiple touchpoints and create exceptional value for brands.”

The Esports World Cup 2025 will feature 2,000 elite players and 200 clubs from over 100 countries, competing in 25 tournaments across 24 games for a record-breaking $70 million prize pool.


Al-Hilal win tightens Saudi Pro League title race

Updated 27 December 2025
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Al-Hilal win tightens Saudi Pro League title race

  • The 3-2 victory over Al-Khaleej leaves Al-Hilal a single point behind Riyadh rivals Al-Nassr, who play on Saturday

DUBAI: The gap at the top of the Saudi Pro League table was cut to just one point on Friday night, following Al-Hilal’s 3-2 win over Al-Khaleej.

Simone Inzaghi’s team leapfrogged Al-Taawoun into second place to remain the closest challengers to Al-Nassr in the title fight, with the leaders set to host Al-Okhdood on Saturday.

Al-Hilal opened the scoring on 18 minutes when Mohammed Kanno met Hamad Al-Yami’s lay-off on the edge of the penalty area, his long-range shot beating Al-Khaleej goalkeeper Anthony Moris at his left-hand post.

Sergej Milinkovic-Savic doubled the lead on 39 from Malcom’s assist to leave the visitors with a mountain to climb in the second half. Al-Hilal looked to have secured all three points comfortably when Malcom made it 3-0 on 57 minutes, but Al-Khaleej had other ideas.

Joshua King’s goal on 79 minutes looked to be nothing more than a consolation, but five minutes later Al-Hilal were left sweating after Giorgos Masouras cut their lead to a single goal. The visitors’ revival was short-lived, however, with no more additions to the score.

The defeat leaves Al-Khaleej in eighth place, with three matches still to be played on Saturday.

Earlier on Friday, Al-Taawoun briefly climbed to second place in the table after an away win against Al-Kholood at Al-Hazem Stadium. Their goals came from Christopher Zambrano after 22 minutes and a William Troost-Ekong’s own goal in the 75th; Al-Taawoun ended the match with 10 men after Muteb Al-Mufarrij was sent off in stoppage time, but the three points were already secured.

Al-Hilal’s win later in the day meant Al-Taawoun dropped to third, while Al-Kholood sit in 12th.

The first match of the day saw Al-Fateh shock reigning Asian champions Al-Ahli with a 2-1 win, after falling behind at home to Valentin Atangana’s 22nd-minute goal. However, the home team turned the match around with two goals from Maria Vargas either side of half time.

The win saw Al-Fateh rise to 14th while Al-Ahli stayed in fourth.