Earlier this week, the Inaugural 2024 Esports World Cup took the global stage. The mega event taking place in Saudi Arabia features tournaments for 22 titles across PC, console and mobile and over $60 million in prizes up for grabs.
Given the tournament’s scale, brands that partner with the tournament will gain access to millions of fans set to watch online or attend in-person. That being said, Saudi Arabia funds the Esports World Cup Foundation via its Public Investment Fund (PIF). As a result, participating brands took the gamble that the benefits outweighed the potential reputational risk.
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