Barn’s Coffee partners with the Esports World Cup

The Esports World Cup Foundation (EWCF) has officially announced a partnership with coffee brand Barn’s.

According to the deal, Barn’s will become the exclusive coffee brand of the Esports World Cup with the brand hosting a booth to provide refreshments for attendees.

Barn’s joins the EWCF’s list of partners, which includes real estate megaproject Qiddiya and game publisher Level Infinite. Both were announced earlier this year as the company looks to transform Saudi Arabia’s capital Riyadh into a hub of esports and gaming.

The Esports World Cup made headlines when it first announced a total prize pool of $60m (~£48.1m), the largest in esports history, split across 19 game titles. The competition is set to start in July and will last eight weeks.

Backed by the Saudi-Arabian government, the Esports World Cup is part of one of the country’s many initiatives to expand into the gaming and esports sector. The EWC has, however, sparked controversy with sections of the esports community alluding to the country’s investments as ‘esportswashing’ — an attempt to change the country’s image or distract from human rights abuses.

Saudi-government-backed company Savvy Games Group has also owned esports tournament conglomerate ESL FACEIT Group since merging the companies in 2022.

Mohammed Al Nimer, Sales Director at the Esports World Cup Foundation, commented: “We are happy to announce Barn’s, one of the most loved coffee brands in the Kingdom, as a Main Partner of the Esports World Cup.

“The Esports World Cup provides an ideal stage for brands like Barn’s to connect with a passionate, expanding audience, right at the heart of gaming and competition. Joining forces with a beloved, authentic brand like Barn’s is a clear sign of the EWC’s commitment to nurturing impactful collaborations that put our fans, and their experience, at the forefront of everything we do.”