Sony announces multi-year partnership with Esports World Cup Foundation

Multinational conglomerate Sony Group Corporation has announced a significant multi-year partnership with the Esports World Cup Foundation.

The collaboration will see Sony actively take part in the inaugural Esports World Cup, a multi-title esports event which is taking place in Riyadh, Saudi Arabia. Sony Pictures Entertainment will create a behind-the-scenes documentary series showcasing the players and games in the competition. Moreover, the company’s music division, Sony Music Entertainment, will produce an ‘anthem’ for the Esports World Cup 2024.

It was also noted that Sony Interactive Entertainment will look to explore additional opportunities for creators and talents in the region. Further details on this activation have yet to be revealed.

Sony has been in the gaming and esports space for several years through its gaming gear brand, INZONE. This brand, in particular, has previously secured partnerships with European esports organisations EXCEL Esports (GIANTX) and Fnatic.

Ralf Reichert, CEO of the Esports World Cup Foundation, commented: “Sony is the perfect partner for the Esports World Cup. 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. The EWC aims to take esports to the next level, and we are thrilled to count on Sony’s world-class expertise in this endeavour.”

Recently, the Esports World Cup announced a three-year partnership with real estate megaproject Qiddiya to become the host of the Esports World Cup. On that same day, the company also announced the partnership with Tencent-owned game publisher Level Infinite to include PUBG Mobile and Honor of Kings tournaments in the EWC.

The two games will be joined by additional game titles such as Dota 2, Counter-Strike 2, Mobile Legends: Bang Bang, PUBG, Overwatch 2, Free Fire, Fortnite and Rainbow Six Siege. However, the Saudi Arabian government’s continued investment into esports, which includes the launch of Esports World Cup, has sparked criticisms of ‘esportswashing‘ by sections of the esports community given the country’s noted human rights record.

The Esports World Cup isn’t the only tournament to previously launch an anthem. Shortly after its acquisition by Saudi government-backed Savvy Games Group, ESL unveiled a ‘sonic identity‘ in 2022 for its events.