Sony Collaborates With Esports World Cup Foundation (EWCF)

Japanese conglomerate Sony have secured a multi-year partnership deal for the conglomerate’s subsidiaries to team up with Saudi Arabia’s Esports World Cup Foundation (EWCF) . 

Under the deal, Sony Pictures Entertainment  will helm a behind-the-scenes documentary series focusing on the players and games at the Esports World Cup. Additionally, Sony Interactive Entertainment is poised to support emerging creators and talent in the region, while Sony Music Entertainment will produce the music anthem for the 2024 World Cup.

The inaugural Esports World Cup 2024 is slated to take place this summer in Riyadh, Saudi Arabia.

Following the deal, Ralf Reichert, chief executive of the Esports World Cup Foundation, said,  “Our goal is to establish a global platform for esports and gaming that sets new standards for live esports events. Sony’s experience in creating stunning visuals, engaging music, compelling storytelling, and state-of-the-art technology will be a game-changer for the Esports World Cup.”

Toshimoto Mitomo, executive deputy president and chief strategy officer of Sony Group Corporation, added: “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.”

According to ASN data, esports has seen almost US$79.9m in investment in the Asian sponsorship market since Q321, with a quarterly average investment of almost US$6.7m during the same period. As for Q224, investment is forecasted to be slightly above US$4.7m, about 29% below the quarterly average investment since Q321.