Lenovo Backs 2025 EWC World Cup 

Ahead of the 2025 Esports World Cup (EWC), Chinese tech giant Lenovo has negotiated a deal to back the tournament.  

Under the deal, Lenovo is poised to become the PC and gaming hardware partner of that tournament, which takes place between July 7 and August 24 in Riyadh, Saudi Arabia.

Throughout the tournament, EWC contestants will be equipped with Lenovo equipment such as towers, laptops, and peripherals. Lenovo’s branding will also appear on global broadcasts of the EWC, as well as on digital content, and throughout on-site experiences, including festival zones.  Beyond branding, Lenovo will also create and publish EWC player-focused content during the tournament. 

Following the deal, Mohammed Al Nimer, the Esports World Cup Foundation’s chief commercial officer, stated,  “Lenovo’s Legion brand understands what elite players need: speed, efficiency, and reliability under pressure.”

According to ASN data, Lenovo (69.8%, US$38.1m) is by far the most dominant spender for its category in the Asian sponsorship market since Q422, with an average quarterly investment of almost US$3.5m during this period. Meanwhile, Q325 is tipped to show signs of recovery with a US$3.3m+ investment after a muted first half of 2025 which witnessed a mere US$258k in investment.