Saudi Arabian Coffee Chain Barn’s Partners The Esports World Cup Foundation  

Saudi Arabia’s largest coffee chain Barn’s have become the latest brand to partner the Esports World Cup Foundation (EWCF). 

Under the deal, Barn’s will become the exclusive coffee brand of the Esports World Cup with the brand hosting a booth to provide refreshments for attendees.

Barn’s is the latest homegrown brand to hop onto the EWCF bandwagon, which includes real estate megaproject Qiddiya and game publisher Level Infinite. 

 The Esports World Cup (EWCF) which will run from July 3 to August 25, has a blockbuster prize pool of US$60m across 19 titles—the largest in esport history— and is a pivotal cog to transform Riyadh into an esports hub.  

Following the deal, Mohammed Al Nimer, Sales Director at the Esports World Cup Foundation, said, “We are happy to announce Barn’s, one of the most loved coffee brands in the Kingdom, as a Main Partner of the Esports World Cup. The Esports World Cup provides an ideal stage for brands like Barn’s to connect with a passionate, expanding audience, right at the heart of gaming and competition.”

“Joining forces with a beloved, authentic brand like Barn’s is a clear sign of the EWC’s  commitment to nurturing impactful collaborations that put our fans, and their experience, at the forefront of everything we do.”

With Barn’s poised for expansion across Southeast Asia in the next decade, it’s certain we need to get an eye on their sponsorship activity in the region.  

According to ASN data, esports has seen sponsorship spend of almost US$79.9m across Asia since Q321, with quarterly average investment hitting almost US$6.7m during the same period. However, investment for Q224 is forecasted to reach a sum slightly above US$4.7m, a 28.9% dip from its quarterly average.