Chinese tech giant Lenovo has signed up as the latest commercial partner of the 2025 Esports World Cup (EWC).
Through a tie-up between that firm and the organizing Esports World Cup Foundation, announced yesterday (June 1), Lenovo becomes the PC and gaming hardware partner of that tournament, which is set to take place between July 7 and August 24 in Riyadh, Saudi Arabia.
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Across the length of the event, EWC contestants will be equipped with Lenovo equipment such as towers, laptops, and peripherals.
Lenovo's branding, meanwhile, will appear on global broadcasts of the EWC, as well as on digital content, and throughout on-site experiences. This latter sector will include "fully equipped festival zones with PCs, gear, and laptops available for attendees to play."
The two parties have also claimed that Lenovo will publish exclusive content such as "player-focused storytelling" throughout the Riyadh event.
Mohammed Al Nimer, the Esports World Cup Foundation's chief commercial officer, has said: "Lenovo’s Legion brand understands what elite players need: speed, efficiency, and reliability under pressure."
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By GlobalDataIn terms of recent EWC activity, late last month Australian commercial broadcaster Seven snapped up rights in that market to the imminent tournament.
Volker Düring, vice president of the PC gaming business at Lenovo, added: "The Esports World Cup is the ultimate forum for the world’s best gamers to showcase their mettle and emerge at the top of the world leaderboards, and when the best gamers compete on Lenovo Legion devices, anything is possible.”
In late May, Lenovo – specifically, its Motorola brand – was unveiled as a partner of men's soccer's FIFA Club World Cup (taking place currently in the US).
Motorola is currently serving as the tournament's smartphone partner, activating across the club soccer event's 63 games.
The deal was signed off the back of Lenovo initially becoming the official technology partner of FIFA in October 2024, a deal covering the 2026 men’s and 2027 women’s showpiece FIFA World Cup national team tournaments.
