The organizing foundation of the inaugural edition of the Esports World Cup (EWCF) has agreed new partnerships with sports marketing agency Sportfive and e-commerce giant Amazon.

Through the deal with Sportfive, the agency will support the EWCF in several areas such as commercial consultancy (including the formation of an asset inventory and pricing strategy), partnership portfolio expansion, bolstering the EWC’s partnership portfolio, and media sales in select territories.

Speaking on the deal, EWCF sales director Mohammad Al Nimer stated: “Sportfive has been an invaluable partner, bringing its international expertise and experience from Gamers8 to help us build a world-class sponsorship strategy for the inaugural Esports World Cup.

“Their deep understanding of the esports ecosystem has been instrumental in ensuring seamless partnership execution. We're delighted to continue working with Sportfive, leveraging their exceptional account management services to maximize the value of our sponsors' rights and assets."

Meanwhile, Amazon will serve as a regional partner for the Esports World Cup.

Becoming an official e-commerce partner of the event, Amazon will launch a dedicated EWC hub on its Saudi Arabian (Amazon.sa) and UAE (Amazon.ae) sites featuring live streams of EWC events, and EWC ticket customers will receive discounts to use on Amazon.

The currently underway event, hosted in Riyadh, Saudi Arabia between July 3 and August 24, will be officially streamed on the Amazon-owned gaming-focused streaming platform Twitch, from which Amazon will derive its streams for the EWC hub pages.

Further activations will occur over the month including easier access to EWC on Amazon’s AI virtual assistant software Alexa.