Advertisers appear to be largely unbothered by esports industry’s growing Saudi Arabian ties

Defying protests from some corners of the esports industry, both sponsors and rank-and-file fans remain largely unperturbed by the entry of Saudi Arabian investors into the space. In spite of potential brand safety challenges, most esports companies’ partnership businesses have been boosted, not hurt, by the infusion of Saudi cash.

It’s no secret that Saudi Arabian money has fueled esports in recent years. From ESL/FACEIT Group (EFG) to the Esports World Cup, many of the industry’s largest leagues and events belong to the Saudi Arabian government, either directly or via Savvy Games Group, the gaming arm of the Saudi Arabian Public Investment Fund. (Editor’s Note: ESL/FACEIT Group paid for this reporter’s travel and lodging at the EFG-owned event DreamHack Dallas on June 2.)

In the past, esports companies’ flirtations with Saudi Arabian capital have been met with protests from esports fans. In 2020, for example, Riot Games announced a partnership with the Saudi planned mega-city Neom, only to end the partnership the next day following pushback from both fans and Riot employees, who expressed discomfort with Saudi Arabia’s human rights violations.

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