PepsiCo returns as the main beverage partner for Esports World Cup 2025, bringing immersive fan zones, exclusive merchandise, and strong brand presence to the world’s largest esports festival.
The Esports World Cup Foundation (EWCF) has officially renewed its partnership with global beverage giant PepsiCo as the main partner for the highly anticipated 2025 Esports World Cup (EWC). This continuation of their collaboration follows a successful debut partnership during last year’s inaugural event, further cementing PepsiCo’s commitment to the booming esports industry.
The 2025 Esports World Cup, set to take place from July 7th through August 24th, will once again feature Pepsi and Mountain Dew as headline beverage brands. These iconic drinks will be omnipresent throughout the multi-title gaming festival, with branded fridges, extensive product placement, and dedicated areas such as the Players’ Lounge and festival grounds. Fans attending the event will also be able to engage with PepsiCo’s immersive fan zones and enjoy large-scale product sampling initiatives designed to enhance the event experience.
Beyond the physical presence, PepsiCo is also creating co-branded content with artists, influencers, and esports players, amplifying engagement both on-site and online. Meanwhile, Mountain Dew will focus on exclusive merchandise drops and branded competitions, promising fresh and interactive opportunities for fans and competitors alike.
PepsiCo’s involvement in esports is not new. The company has been a prominent player in the sector since 2017, forming partnerships with major entities including EA FC, Counter Logic Gaming, and, more recently, OverActive Media’s MAD Lions KOI. Their continued support of the Esports World Cup Foundation highlights their ongoing strategy to deepen their roots within the global gaming community.
The renewed partnership with PepsiCo comes amid a wave of announcements from the Esports World Cup Foundation, showcasing a robust network of global sponsors. Earlier this week, EWCF announced Lenovo Legion as its official gaming hardware partner, joining a roster that includes Saudi Telecom Company (stc Group), Amazon Ads, Barn’s Coffee, OBSBOT, Sony, and others. These collaborations reflect the growing scale and professionalization of the Esports World Cup, which boasts a record-breaking $70 million (~£51.2 million) prize pool and the largest collection of competitions to date: 25 tournaments spanning 24 different game titles.
Adding to the global profile of the event, football superstar Cristiano Ronaldo serves as the Esports World Cup’s global ambassador, bringing mainstream attention to the festival. However, the event’s Saudi Arabian government backing continues to spark controversy within the esports community, with critics raising concerns over ‘esports washing’, a term used to describe the use of esports to improve a country’s international reputation despite questionable human rights records.
Despite these criticisms, the partnership between PepsiCo and the Esports World Cup Foundation signals an exciting chapter for esports fans and participants worldwide. The enhanced fan zones, exclusive merchandise, and co-branded content promise to elevate the festival atmosphere, while PepsiCo’s strong brand presence underlines the increasing commercial viability of competitive gaming.
As the Esports World Cup 2025 approaches, all eyes will be on this landmark event to see how these collaborations shape the future of esports entertainment and fan engagement on a truly global scale.
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