Esports World Cup Foundation has announced that it will be partnering with global marketing agency IMG for it’s upcoming event in Riyadh, Saudi Arabia this year.
The partnership will also see the creation of a two-hour show called the ‘EWC Spotlight,’ running from Friday to Sunday during each Championship weekend in a custom-built studio in Boulevard City, Riyadh. The show is expected to cover highlights, behind the scenes, celebrity appearances and educational segments at the Esports World Cup.
What is EWC Spotlight?
The Esports World Cup Spotlight will begin with a premiere on July 10th, with a live performance by Post Malone at the Opening Ceremony. It will be hosted by Hugh Woozencroft and Rachel Stringer and will welcome over 60 celebrities throughout the summer.
Ralf Reichert, CEO, Esports World Cup Foundation, said: “With EWC Spotlight, we’re creating a new gateway into esports, not just for the millions already engaged, but for the billions yet to discover their passion for competitive gaming.
“Partnering with IMG, a global leader in sports production and content, allows us to show the world what esports truly represents: an evolution in global entertainment, sports and culture.”
The show will be available to watch on select media partners across the globe. These are just a few examples of where the Esports World Cup Spotlight will be broadcast:
- 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)
IMG Becomes the Latest Partner for EWC 2025
The marketing agency states that it will provide over ’50 hours of programming’ for the upcoming esports event, in addition to digital and social content, which includes an original documentary featuring the biggest teams competing.
IMG will provide broadcast production, content strategy, global rights management, and international distribution for the Esports World Cup through SNTV, which is run by both IMG and The Associated Press. This will be run through the SNTV’s very own sports video production agency, Story10.
It is not the first time IMG has worked in gaming and esports. It has previously managed media rights and brand partnerships for over 20 global esports events, such as EA Sports, BLAST, Epic Games, PGL Esports, Riot Games, the International Olympic Committee and the Global Esports Games.
Esports World Cup Expands Further
The Esports World Cup is set to be the largest esports event of the year, with various brands such as Spotify, PepsiCo and Crunchyroll securing partnerships for the seven-week event.
Despite its expansion, the esports event has been the centre of backlash online. The Esports World Cup Foundation receives support from the Saudi Arabian Public Investment Fund, which has sparked allegations of esports-washing, or PR tactics to improve a country’s or company’s image.
The allegations stem from the Kingdom’s human rights record, which continues to receive scrutiny and criticism online.
