Short-form video platform will be entertainment partner Unprecedented $60m prize pool for July 3-Aug. 25 event LONDON: TikTok is set to become the official entertainment partner of the inaugural Esports World Cup taking place in Riyadh from July 3 to Aug. 25. The ByteDance-owned short-form video platform and the Esports World Cup Foundation inked a partnership agreement on Monday. Mohammed Alnimer, sales director of the EWCF, said the partnership was poised “to redefine esports content and entertainment among a broader audience.” “TikTok is an excellent way to authentically engage with esports communities worldwide, and enable more fans to follow and support the Esports World Cup athletes and clubs.” As part of the partnership, TikTok will launch an Esports World Cup Hub in the app, with content from the official broadcasters, teams and players. The EWCF will also produce “exclusive content tailored for TikTok,” and encourage collaborations with popular creators. In addition, the partners will produce a weekly show featuring reports and news from the contest. “Promoting a shared appreciation for e-sports, connecting fans and players across different cultures and regions is at the top of TikTok priorities,” said Mohamed Harb, head of partnerships, TikTok MENA, in a statement. Harb said TikTok aims to “shape the future of gaming content and fan engagement.” The Esports World Cup is poised to be the largest event of its kind. The tournament organizers have already announced a large roster of partners, including firms in the sportswear and beverage sectors. Alongside gaming activations, community tournaments and pop culture celebrations, the event will have an unprecedented prize pool of $60 million.