Esports World Cup secures Heinz, Logitech G and Secretlab partnership

The Esports World Cup, a multi-title esports event organised by the Esports World Cup Foundation in Riyadh, Saudi Arabia, has announced three new partners — food company Heinz, peripherals brand Logitech G and gaming chair manufacturer Secretlab.

The three companies will have booths on site as well as host activations, competitions and giveaways during the EWC.

The three brands are the latest in a long string of partnerships announced by the Esports World Cup for its inaugural edition. Even though the event officially started early in July, the EWC Foundation is still announcing new partners, with Mentos, Amazon and Jameel Motorsport all announced in the first 10 days of July.

The partnerships with Heinz, Secretlab, and Logitech G will focus on on-site activations and promotions. Heinz will provide samples to visitors and promote new flavours of its sauces, including a ‘game changer’ surprise the company announced but shared no details on.

Logitech G will focus its efforts on promoting its PRO SERIES range of gaming gear, which includes keyboards, mice and headsets. Logitech G will have a booth on site where meet and greets, activations and competitions will be hosted during the World Cup.

The third partner, Secretlab, will be the official gaming chair partner of the event and will launch an exclusive TITAN Evo Esports World Cup 2024 edition chair to promote the event. Secretlab and the EWC will share more information on the custom edition of the chair at a later date.

Despite securing notable partners, the event has come under criticism by sections of the esports community due to the Esports World Cup Foundation being backed by the Saudi Arabian government. This is largely in relation to the country’s human rights record, particularly towards women and LGBTQ+ communities.

Mohammed Al Nimer, Sales Director, Esports World Cup Foundation, commented on the partnerships: “We’re thrilled to name Heinz, Logitech G and Secretlab as official Event Suppliers of the Esports World Cup. These popular brands have demonstrated a commitment to serving gamers and are passionate about supporting the growth of esports.

“Our collaboration at the EWC connects them directly with global gaming communities filled with casual players and esports professionals eager to engage with their products.”