The Esports World Cup Foundation (EWCF) announced this week that it has partnered with music streaming platform Spotify and global sports marketing agency IMG.
Financial terms of these deals were not disclosed.
The partnership between Spotify and the people behind the EWCF is not a new phenomenon; Spotify began partnering with Gamers8 (the old branding for the Esports World Cup) in 2022. Under the terms of its deal with EWCF, Spotify will launch an EWC music hub featuring the event’s official anthem, artist performances, collaborations with artists, and specially curated playlists, among other things. Earlier this month, EWCF announced that Post Malone would headline an opening ceremony on July 10.
IMG’s partnership with the EWCF will see the marketing agency provide broadcast production, content strategy, global rights management, and international distribution via SNTV, a joint venture between IMG and The Associated Press, according to the announcement on Wednesday. IMG plans to create and produce over 50 hours of programming covering live esports action, alongside digital and social media content, and an original documentary showcasing the biggest teams and moments during the competition.
A two-hour show called “EWC Spotlight” will also be produced by IMG capturing every Championship weekend from a “custom-built studio in the heart of Boulevard City, Riyadh.” The show promises to be a blend of “esports highlights, entertainment and pop culture features, behind-the-scenes access, celebrity appearances, educational segments and unforgettable moments with world-class broadcasting…”
The show will be available on multiple regional and international networks including Fox Sports (U.S.), DAZN (16 countries globally), beIN/TOD (MENA), Channel 7 (Australia), TRT (Turkey), Astro (Malaysia), TAP (Philippines), GOAT (Brazil), Nsports (Brazil), Star Times (South Africa), WHATS TV (Spain), HoyTv (Hong Kong), CHZZK (South Korea), DirecTV (LatAm), and more.
These deals follow announcements earlier this month that the EWCF had partnered with Lenovo, stc Group, Stream Hatchet, and Aramco, among others.
The Esports World Cup is a seven week, multi-title competition hosted in Riyadh, Saudi Arabia, featuring an overall prize pool of more than $70 million USD. The competition is funded by a grant from the Saudi Arabian government’s Public Investment Fund and operated in cooperation with ESL FACEIT Group, a wholly owned subsidiary of Saudi government-owned gaming and esports company Savvy Games Group. The 2025 edition runs from July 7 – Aug. 24, and will be followed by the business conference, the New Global Sport Conference (NGSC2025), on Aug. 23 – 24, at the Four Seasons Hotel in Riyadh.
Projects backed or owned by the Saudi Arabian government such as Esports World Cup are criticized for helping the government engage in “sports washing,” or using various forms of entertainment to cover up its record on human rights, women’s rights, LGTBQ+ rights, military actions in Yemen, and more. These and other criticisms have been highlighted by international watchdog groups such as Amnesty International and Human Rights Watch.