Saudi esports organisation Twisted Minds is heading into the Esports World Cup 2026 with a bigger commercial roster than ever before, having bagged two new sponsorship partnerships on the cusp of the tournament — one with wellness provider Biofit and a second one with regional food and beverage giant Americana Foods
The twin announcement means Twisted Minds is one of the more commercially active MENA organisations ahead of EWC 2026, where the team will compete across nine of the event's 25 featured game titles, including Call of Duty: Warzone, PUBG and Fortnite. The Americana Foods logo will make its debut on the left sleeve of Twisted Minds' jersey at the tournament.
What each deal actually covers
Twisted Minds × Americana Foods ✍🏻
— Twisted Minds 🧠 (@TwisMinds) July 8, 2026
أهلًا بـ أمريكانا راعيًا لتويستد مايندز 🧠#TwistTheGame pic.twitter.com/ZZ93K86NH4
Plans for the Americana Foods partnership include unique content, creator collaborations, and community-led initiatives produced through Twisted Labs that are all aimed at esports audiences across Saudi Arabia and beyond.
Biofit's agreement takes a different angle entirely. It covers specialised sports rehabilitation, medical assessments, and gym memberships for players and staff. The two parties have also agreed to work on esports-first training courses and workshops, a relatively unusual offering in a space where team health infrastructure is still adjusting.
Neither brands have so far disclosed the financial terms or the timeline of either agreement.
However, Americana Foods' strategy and innovation lead, Alaa Ahmed, explained: "Over the past few months, we've been working on a partnership that brings Americana Foods into one of the most exciting spaces in the region and today, it's official. We're proud to be an Official Sponsor of one of Saudi Arabia's leading esports teams Twisted Minds."
Faris Aldandashi, head of commercial at Twisted Minds, meanwhile, added: "This partnership is about bringing together two brands that connect with people through everyday moments."
More money in the picture beyond the sponsorships
The sponsor news doesn't tell everything. Twisted Minds was chosen for the Esports Foundation 2026 Club Partner Program, which brings funding of up to $1 million this season. That's a solid cushion – the kind most organisations outside the top tier can only dream of.
It's not their first time working with the Esports Foundation, either, with the pair previously working together on an esports-specific hackathon at EWC 2025.
TCL Saudi also joined as a sponsor earlier in 2026, making the Americana Foods and Biofit announcements just the latest additions to a sponsorship portfolio that's grown steadily throughout the year.
Why this timing makes sense
Twisted Minds is entering one of the highest-profile moments in its history. Competing across an impressive nine titles at EWC 2026 is a significant undertaking, and it demands both financial stability and operational support. The Biofit deal especially reflects a growing recognition that structured fitness, medical programmes, player welfare infrastructure and rehabilitation isn't a luxury add-on. It's a competitive factor.
For Americana Foods, the logic is simple. The company operates extensively across the MENA region and Saudi Arabia's esports scene has become one of the more commercially viable markets on the planet. Attaching to a local organisation competing at EWC 2026, one of the biggest esports events on the calendar, is a clean entry point into an audience that is young and switched-on.
What to watch at EWC 2026
Twisted Minds enters the Esports World Cup 2026 as one of the more commercially stable MENA organisations in the field. Whether that translates into on-stage results across its nine-title slate remains the real test. The tournament is underway now, and the Americana Foods jersey debut gives both brands a live stage from day one.
