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RIYADH: The Esports World Cup Foundation has announced a three-year collaboration with Amazon Ads.

The pact announced on Tuesday by the EWCF combines the Esports World Cup’s premier event with Amazon’s full-funnel advertising and entertainment services.

The world cup will be held in Riyadh from July 7 to Aug. 24.

The organizations hope to deliver compelling fan experiences and expand the tournament’s global reach across Twitch, Prime Video, Alexa and Wondery.

The two organizations collaborated last year on the inaugural Esports World Cup, which featured the launch of a tournament hub on Amazon.sa and Amazon.ae.

“Esports is redefining how a new generation consumes entertainment — always on, always accessible, and deeply social,” said Mike McCabe, chief operating officer at the EWCF.

“With Amazon, we are bringing esports into everyday digital lives for millions of people around the world — whether you’re catching highlights on Prime, or a livestream on Twitch, or asking Alexa for updates — creating an immersive, multimedia experience that’s shaping its place in global culture.”

The organizations will extend the reach of the Esports World Cup across key locales, including the US, Europe, Brazil, Mexico, the Middle East and North Africa, Turkiye, India and Canada.

Rayan Karaky, managing director, EMEA & Southeast Asia at Amazon Ads, said: “We are excited to continue our collaboration with EWCF to shape how esports is experienced globally.

“Our collaboration will power immersive fan experiences across multiple touchpoints and create exceptional value for brands.”

The Esports World Cup 2025 will feature 2,000 elite players and 200 clubs from over 100 countries, competing in 25 tournaments across 24 games for a record-breaking $70 million prize pool.

RIYADH: “Esports World Cup: Level Up,” a new, five-part documentary series from Emmy-winning director R. J. Cutler begins on Jun. 6 on Prime Video, with new episodes released weekly.

It offers viewers a look behind the scenes of the inaugural Esports World Cup that took place in Riyadh in 2024. Described as a defining moment in global electronic sports, with more than $60 million in prize money up for grabs, it ignited a high-stakes, multinational battle to land the title of the world’s top esports club.

The makers of the series, which is produced by This Machine, part of Sony Pictures Television, describe it as a rare look inside a global competition that is redefining what it means to be a champion for a new generation of athletes and fans.

They said Cutler and his team embedded themselves at the eight-week tournament, which was watched by more 500 million fans worldwide, to uncover the personal sacrifices, rivalries and high stakes driving the digital action.

Shot in cinema verite style, with minimal interference from the filmmakers, the series reportedly combines visits to the homes of competitors around the world with on-the-ground coverage of the event. It follows a wide range of participants, from club CEOs attempting to orchestrate million-dollar strategies, to rising stars chasing a life-changing win.

“What drew me to the EWC was the compelling human stories unfolding within this high-stakes arena,” Cutler said.

“‘Level Up’ isn’t just about the incredible competition and prize money; it’s about the dedication, the passion and the sheer will of these athletes and teams pushing the boundaries of what’s possible.

“Under high pressure, we discover the true character of the competitors who vie for $60 million but who also expose their humanity in the process.”

Ralf Reichert, CEO of the Esports World Cup Foundation, said: “A win might make the headlines but the real story is the people behind it.

“’Level Up’ dives into the human side of e-sports: the pressure, the ambition, the sacrifices. It’s about what it really takes to compete at the highest level and why it matters. R. J. is the best at bringing those stories to life, and this one captures the heart of what we’re building.”

Cutler’s previous work includes the 2009 documentary movie “The September Issue,” about American Vogue editor-in-chief Anna Wintour and her team as they prepare to publish a particularly significant edition of the magazine, and films about celebrities including Marlon Brando, John Belushi, Billie Eilish, Elton John and Martha Stewart.