KitKat and stc Group Amp Up the Esports World Cup
Last updated: 22 October 2026
Saudi Arabia hosted the first-ever Esports World Cup in Boulevard Riyadh City in summer 2024. The event created a buzz worldwide, and sponsors partnered with the EWC in strategic partnerships that enhanced its global stature.
Riyadh became a nexus for esports enthusiasts, thanks to pivotal collaborations with major brands like KitKat and STC Group. These alliances helped transform the esports gaming landscape in Riyadh, highlighting the importance of breaks in gaming, superior connectivity, and innovative competition formats.
A FIFAe and Rocket League collaboration was announced separately in 2025. It was not part of the Esports World Cup 2024 partner announcements covered in this article.
Sony Group Becomes Founding Partner of EWC
The Sony Group Corporation (“Sony”) became the founding member of the Esports World Cup (“EWC”) and they have signed a multi-year partnership agreement to collaborate on initiatives for the Esports World Cup. The collaboration leverages Sony’s acclaimed gaming products and entertainment expertise alongside the EWC’s vision to unite the global gaming and esports communities across the most popular games and underscores a shared ambition to broaden the appeal of gaming and esports to players and fans worldwide. The inaugural Esports World Cup took place in summer 2024 in Riyadh, Saudi Arabia.
“Sony is the perfect partner for the Esports World Cup,” said Ralf Reichert, CEO, Esports World Cup Foundation. Toshimoto Mitomo, the Executive Deputy President and CSO of the Sony Group told media, “We’re excited to make the Esports World Cup more fun and engaging for fans globally by harnessing the creativity and technology from across our diverse businesses.”
KitKat Partnership with Esports
Nestlé’s iconic brand KitKat redefined gaming breaks by partnering with the Esports World Cup to support the inaugural Esports World Cup, held in summer 2024 in Riyadh. The KitKat collaboration with the world’s largest gaming festival further integrated KitKat into global gaming culture, combining the brand’s catchy “Have a Break” philosophy within the esports arena. Get Ready to Climb, Break, and Dominate!
This collaboration sought to enhance the gaming experience by intertwining KitKat’s brand ethos with essential downtime needed in competitive gaming, promoting mental well-being and strategic thinking among participants. “We are proud to partner with an amazing brand like KitKat to bring a fresh energy and connection to the esports community,” said Mohammed Al-Nimer, Esports World Cup Foundation sales director.
“This partnership will help us to connect with the next generation of gaming enthusiasts, offering them the breaks they need both in-game and in life,” said Robert Helou, CEO of Nestlé KSA.
stc Group: The Digital Backbone of EWC
The Saudi-based telecommunications leader, STC Group, has been named the “Elite and Founding Partner” of the Esports World Cup, providing critical digital infrastructure. With exclusive rights to several key venues, STC Group’s involvement ensures top-notch connectivity, making the event accessible worldwide and reinforcing Riyadh’s position as a burgeoning global hub for esports.
“I’m proud to welcome STC Group, a telecommunications giant and digital pioneer, as an Elite and Founding Partner of the Esports World Cup,” said Ralf Reichert, CEO of the Esports World Cup Foundation. The STC Group was the digital backbone of this Esports World Cup competition, bringing the EWC content to local and global audiences.
Olayan Al-Wetaid, STC Group CEO, told media that his firm’s partnership with the EWC was a symbol of its commitment to improving the future of gaming in the Kingdom.
More events: Zurdo vs Billam Smith
Esports Partners with Adidas
In an exciting development, The Esports World Cup Foundation and adidas, the leading global sports brands, announced a groundbreaking partnership that bridges the worlds of athletics and digital competition at the inaugural edition of the Esports World Cup event. Adidas was the official merchandise sponsor of the Esports World Cup, providing esports athletes with exclusive gear, supporting their pursuit of victory.
“The Esports World Cup is proud to partner with adidas, a brand that embodies the spirit of competition and innovation,” said Mohammed Al Nimer, Sales Director, Esports World Cup Foundation.
These partnerships were not just about branding but were pivotal in shaping the Esports World Cup into a more inclusive, dynamic, and globally accessible event. As Riyadh hosted this spectacular event in summer 2024, the collaborations with Sony, KitKat, STC Group and adidas offered an unprecedented experience to gamers and fans alike, and helped make this inaugural tournament a landmark in esports history.