The Esports World Cup returned to Riyadh for its second edition in 2025, and French brand Fulllife served as the official merchandise partner for the second consecutive year. With Cristiano Ronaldo as the event’s Global Brand Ambassador, the 2025 EWC represented the highest-profile convergence of mainstream sports, fashion, and esports ever staged.
The Collection
The EWC 2025 merchandise lineup includes:
- EWC 2025 T-shirt (Vanilla White) — a clean, event-branded tee available through Fulllife’s store
- Event-specific apparel — hoodies, jackets, and accessories carrying the EWC 2025 branding
- On-site exclusive items — available only at the Riyadh venue during the event
Fulllife’s involvement ensures the same premium construction (NanoMatter fabric, Portuguese manufacturing) that characterizes their team jerseys is applied to the event merchandise.
From adidas to Fulllife
The shift from adidas (2024 EWC) to Fulllife (2025 EWC) as the merchandise partner reflects an interesting market dynamic:
| Year | Merch Partner | Approach |
|---|---|---|
| 2024 | adidas | Global sportswear brand credibility |
| 2025 | Fulllife | Esports-native premium brand |
adidas brought mainstream recognition in the inaugural year, while Fulllife brings deeper esports expertise and an existing network of team partnerships (G2, Fnatic, Karmine Corp, Vitality) that create cross-promotional opportunities with the event.
The Cristiano Ronaldo Factor
Having Cristiano Ronaldo as Global Brand Ambassador is unprecedented for esports. Ronaldo, who has publicly embraced gaming and has invested in esports-adjacent ventures, bridges the gap between football’s 4 billion global fans and the esports audience. His involvement legitimizes the EWC as a mainstream sporting event, not just a gaming tournament.
For merchandise, the Ronaldo association elevates perceived value and drives interest from consumers who might never attend an esports event but recognize and trust the Ronaldo brand.
$75M Prize Pool in 2026
The EWC 2025 set the stage for an even larger 2026 edition with a $75 million prize pool across 25 tournaments and 24 games. This scaling trajectory suggests the merchandise operation will continue to grow, with Fulllife positioned to expand their event product line.
More Event Coverage
- Esports World Cup 2024 x adidas Official Merchandise
- Fulllife: The French Brand Reshaping European Esports Fashion
- Team Falcons Esports World Cup 2024 Collection
Where to Buy
EWC 2025 merchandise is available at Fulllife and at the Riyadh venue during events.
