TikTok, the popular short-form video app owned by Chinese company Bytedance, has forged a groundbreaking partnership with the Esports World Cup Foundation, organizers of the esteemed Esports World Cup. This collaboration designates TikTok as the official entertainment platform for the upcoming Esports World Cup, set to be a focal point for behind-the-scenes coverage and more.
With over 1 billion active users worldwide, TikTok's alliance with the Esports World Cup marks a significant milestone, positioning the platform as a primary source for exclusive content related to the event. As part of this initiative, TikTok will launch a dedicated EWC Hub within its app, showcasing content from official broadcasters, teams, and players. Additionally, the Esports World Cup will produce unique content specifically for TikTok and engage TikTok creators to enhance viewer experience.
A key component of the partnership includes the creation of a weekly show airing exclusively on TikTok, featuring comprehensive reports and updates from the Esports World Cup. Mohamed Harb, Head of Partnerships at TikTok MENA, expressed enthusiasm about the collaboration, stating, "Promoting a shared appreciation for e-sports, connecting fans and players across different cultures and regions is at the top of TikTok priorities."
The Esports World Cup, slated to be the largest esports and gaming event ever held, will be hosted in Riyadh, Saudi Arabia this July and August. The event has already garnered attention and controversy, with notable partnerships including sportswear giant Adidas and beverage brand Pepsi. A staggering $60 million (~£48.1 million) in prize money will be awarded across 21 esports disciplines.
However, the event has also faced scrutiny due to its ties to the Saudi Arabian government and concerns regarding human rights issues, including LGBTQ+ rights and women's rights, as well as the country's stance on dissent.
The partnership between TikTok and the Esports World Cup underscores the growing intersection of digital entertainment platforms and competitive gaming, promising an innovative and immersive experience for fans worldwide.