Pepsi becomes a strategic founding partner of the near two-month-long showpiece. (Esports World Cup Federation)

The EWCF, organizer of the annual Esports World Cup (EWC), has announced a pair of new partnerships for the competition ahead of its inaugural 2024 edition.

Smartphone and technology brand LG and energy drink giant Pepsi will both partner the event, which will run from July 4 through August 25 in Riyadh, Saudi Arabia.

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LG through its UltraGear brand will serve as the main partner as well as the exclusive gaming monitor sponsor of the showpiece event, while Pepsi will be a strategic founding partner.

Both brands will retain significant sponsorship inventory around the Esports World Cup, with Pepsi to also become the naming partner of the “Falcons” venue, the full name of which is still to be confirmed.

LG and Pepsi will also activate significantly at the event with in-person product trials and other fan engagement opportunities.

In a boon to sponsors, the inaugural Esports World Cup will have global exposure thanks to a deal agreed between the EWCF, global streaming service DAZN, and media giant Warner Bros. Discovery (WBD).

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Agreed last week, the deal will see WBD cover the multi-genre esports competition on its platforms and channels in Europe, Asia, and the Middle East, while DAZN will cover the eight-week tournament free-to-air worldwide, in a long-term strategic partnership that builds on its existing relationship with Riyadh Season

WBD will use its Eurosport and CNN brands “to help the EWC reach new audiences across the globe through a multi-platform approach that will include a host of innovations to help elevate esports coverage for mainstream audiences.”

The media giant's coverage will include esports shows and new social media formats via a dedicated section on the Eurosport website.

The WBD-owned Max and Discovery+ streaming services will also offer viewers live streaming of selected sessions from the EWC.

DAZN will cover hundreds of hours of content from the EWC, both live and on-demand, and will work with the tournament’s organizers “to produce and deliver content to fans that optimizes their experience and helps growth reach and audience."