RIYADH, Saudi Arabia — July 10, 2024 — Mentos Gum, in collaboration with the Esports World Cup Foundation (“EWCF”), has unveiled an exciting new partnership set to enhance the Esports World Cup (“EWC”) experience, the largest gaming festival globally, scheduled this summer in Riyadh, Saudi Arabia.
As a Main Partner of the EWC, Mentos Gum assumes the role of the event’s official chewing gum sponsor, aiming to provide relaxation and enjoyment for gamers through special giveaways and engaging activities throughout the event.
Mentos Gum’s partnership with EWCF underscores its dedication to supporting gaming communities and engaging with young audiences across the MENA region. At the EWC Festival, attendees can anticipate interactive booths hosted by Mentos Gum, featuring skill-based games and photo opportunities. Participants will have the chance to win free merchandise by achieving high scores, creating memorable moments amidst the competitive gaming atmosphere.
Recognizing the importance of stress relief for both competitive and casual gamers, Mentos Gum and EWC are committed to fostering a joyful and positive atmosphere at the event. Mohammed Al Nimer, Sales Director at Esports World Cup Foundation, expressed enthusiasm about the partnership: “We are thrilled to collaborate with a renowned brand like Mentos Gum to enhance the esports experience. This partnership emphasizes the significance of relaxation in gaming and promises to elevate the enjoyment for all visitors at the Esports World Cup.”
Milad Rouhana, Managing Director of Perfetti Van Melle EMEA, highlighted the strategic importance of the partnership: “Our collaboration with the Esports World Cup allows us to connect meaningfully with the next generation of gamers, offering them moments to refresh and rejuvenate during their gaming journeys. We are excited to engage authentically with the esports community and support top athletes across the MEA region.”
The Esports World Cup, which commenced on July 3, has transformed Riyadh into a hub of esports excitement and gaming culture. Hosted at Boulevard City, the event features 22 game championships where esports athletes compete for a record-breaking prize pool exceeding $60 million, making it the largest in esports history. Spanning eight weeks, the festival also includes community tournaments, gaming activations, pop culture celebrations, and international experiences.