The inaugural Esports World Cup in Riyadh (July 3 - August 25, 2024) was the biggest multi-title esports event ever staged, and adidas secured the role of official merchandise sponsor. This partnership brought the world’s second-largest sportswear brand into direct contact with esports’ most ambitious event.
The Partnership
Announced in June 2024, the adidas x Esports World Cup deal positioned adidas as the exclusive merchandise provider for the event. Under the agreement:
- All athletes competing at the EWC received premium adidas kits
- Event-exclusive merchandise was available at the on-site Merch Shop in Riyadh
- Fan apparel featured the EWC branding alongside adidas’ signature design
The partnership built on adidas’ existing esports footprint through their multi-season collaboration with 100 Thieves and their growing interest in the MENA esports market.
Event Merchandise
The on-site Merch Shop at the Esports World Cup venue offered exclusive items that were only available in person during the event:
- EWC hoodies with fully embroidered logos (approximately $49-69)
- Event t-shirts and accessories
- Limited edition pieces tied to specific tournaments within the EWC
The exclusivity of on-site merchandise created collectible value for fans who attended in person, while also generating FOMO for the global audience watching remotely.
Why adidas at the EWC Matters
adidas becoming the merchandise sponsor of the Esports World Cup represents a significant validation of esports as a merchandise market. The brand was not just putting its logo on products — it was providing the same level of athletic kit sponsorship typically reserved for FIFA World Cups or Olympic events.
For the esports industry, the message is clear: the world’s biggest sportswear brands view esports events as legitimate merchandise opportunities, not just marketing experiments.
More Esports World Cup Coverage
- 100 Thieves x adidas Originals 2025 Worlds Jersey
- 100 Thieves x adidas Originals Spring Summer 2025 Collection
- 100 Thieves x adidas Originals 2025 Primary Jersey
- FURIA x adidas 2025 Collection
- Team Falcons Esports World Cup 2024 Collection
Where to Buy
EWC 2024 merchandise was exclusively available at the on-site Merch Shop in Riyadh during the event. Some items appeared on the secondary market after the event. The 2026 Esports World Cup (returning to Riyadh with a $75M prize pool) will likely feature a similar or expanded merchandise operation.
