In a landmark move, Saudi Arabia’s leading coffee chain, Barn’s Cafe, announced a dynamic partnership with the E-Sports World Cup Foundation, becoming a main partner of the prestigious event. Alongside this, Barn’s proudly declares its sponsorship of the renowned “Falcons” esports team, promising a thrilling adventure in the esports arena.
The collaboration is set to energize both entities’ fanbases with innovative and exciting initiatives. Additionally, Barn’s has secured a deal with MBC Media Solutions to sponsor the broadcast of significant football events, ensuring their presence reaches millions of viewers across various platforms.
Founded in 1992 and part of the Al-Amjaad Group, Barn’s has grown from a local specialty coffee shop to the largest coffee business in Saudi Arabia, boasting over 700 branches. This expansion is supported by a strategic franchising model, with Al-Amjaad retaining ownership of about 30 percent of the branches.
The partnerships coincide with Saudi Arabia’s aggressive push into the digital and entertainment sectors, highlighted by Crown Prince Mohammed bin Salman’s recent announcement of the Esports World Cup. Scheduled to start in Riyadh in summer 2024, the event aims to bolster the gaming and esports industry, supporting the Kingdom’s Vision 2030 goals of economic diversification and job creation.
Barn’s Cafe looks forward to a future of significant achievements through these partnerships, merging sporting excellence and media innovation to foster a more active, engaged community in line with Saudi Arabia’s broader economic objectives.
