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Adidas Partners The Esports World Cup
German sporting giant Adidas has secured a partnership with the Esports World Cup, a Saudi Arabian multi-title esports event organised by the Esports World Cup Foundation.
Under the deal, the German brand will become the official merchandise sponsor of the event and provide players with an exclusive line of clothing, for the esports tournament that will take place in Riyadh from July 4th until August 25th 2024.
Following the deal, Mohammed Al Nimer, Sales Director at the Esports World Cup, said, “The Esports World Cup is proud to partner with Adidas, a brand that embodies the spirit of competition and innovation. This partnership allows Adidas to connect with a passionate and dedicated fanbase, presenting a unique opportunity to engage with the rapidly growing esports community. We look forward to co-creating innovative experiences that excite fans and elevate the esports landscape.”
According to ASN data, Adidas (0.3%, US$52k) has a minor presence for its category in backing esports related sponsorship across the Asian sponsorship landscape since Q321, and is playing catch up to Nike (95.4%, ~US$17.4m) and Puma (4.3%, US$787k), however, things have been rather muted since Q423 for esports support from sporting brands in the region.
