Competitive Gaming Updates: The Latest in the World of Esports
## Esports World Cup 2025: Partnerships and Controversies
The Esports World Cup 2025, scheduled to take place in the near future, has garnered attention for both its high-profile partnerships and the controversies surrounding its organisers.
### Partnerships
The event has secured a number of notable collaborations, boosting its global reach and engagement. PepsiCo, with its brands Pepsi and Mountain Dew, has been named as a Main Partner, offering immersive fan experiences, product sampling, and co-branded content. Mastercard continues as an official event supplier, providing seamless payment solutions and on-ground activations, including the Mastercard Gamer Academy in collaboration with G2 Esports. Lenovo has been announced as the official gaming hardware partner, with Lenovo Legion set to power the tournament. Additionally, Cenomi Centers have been listed as a main partner, aiming to bring immersive retail experiences. Other partners include IMG, Spotify, stc Group, Stream Hatchet, Aramco, and Sony.
### Controversies
However, the Esports World Cup 2025 has faced criticism due to the involvement of the Saudi Arabian government. The Public Investment Fund (PIF) invests in the event, which has led to accusations of "esports washing" by the Saudi government to improve its global image. This has sparked controversy within the esports and gaming communities.
Notable incidents include the suspension of Starcraft II esports player Firefly, who won't compete at the EWC or the Esports World Cup, due to unspecified reasons. Similarly, Team Orchid player Hambino has announced that he won't play at the Esports World Cup 2025. The controversy has also extended to Fog Esports, with allegations of unpaid salaries for its players, although it's unclear if this affects the Esports World Cup 2025 directly.
Evil Geniuses, a well-known esports team, has announced that they will compete at the Esports World Cup but have distanced themselves publicly due to the controversy surrounding the Saudi-hosted event. It's not clear if any other esports teams or players have followed suit.
In a positive note, Cristiano Ronaldo has been announced as the Global Ambassador for the Esports World Cup 2025, and Red Bull has joined BLAST.tv Austin Major as an Official Partner. The search for a Head of Video Games and Esports in the Department for Culture, Media, and Sport in the United Kingdom is ongoing.
Sports brands have heightened their involvement in the Esports World Cup 2025, with PepsiCo, Mastercard, Lenovo, Cenomi Centers, IMG, Spotify, stc Group, Stream Hatchet, Aramco, Sony, and Red Bull securing partnerships. However, the event continues to face controversy due to its association with the Saudi Arabian government, resulting in the suspensions of Starcraft II esports player Firefly and Team Orchid player Hambino, allegations of unpaid salaries for Fog Esports players, and the decision of Evil Geniuses to compete at the tournament while publicly distancing themselves from the event, with other teams and players remaining undecided.
