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A global stage called for Noah Lyles, far removed from the starting blocks and the heat of competition. In Riyadh, Saudi Arabia, a perk of his celebrity was ready to stroke his ego.
The 2025 Esports World Cup, held in July and August, is the pinnacle of gamer culture, a six-week celebration and competition featuring $70 million worth of prizes for tournaments in more than 20 video games. It’s Coachella, Disneyworld and the World Series of Poker all rolled into one event. And Lyles belongs. He’s the kind of star whose NIL goes on the promo, who is flown out and paid to show up.
“I woulda came for free,” Lyles said.
