The Esports World Cup (EWC) has announced a new partnership with music streaming platform Spotify.
As part of the collaboration, Spotify will launch the EWC Music Hub, containing a range of songs associated with the EWC and artists performing as part of the opening ceremony. In addition, the hub will feature gaming and esports-inspired playlists.
Alongside the creation of the hub, the deal also includes collaborations with artists and ‘on-site content creation’ involving event attendees and content creators.
“Our partnership with Spotify extends the Esports World Cup experience beyond the arena, inviting fans into the heart of the tournament through music and sound,” said Mohammed Al Nimer, Chief Commercial Officer at the Esports World Cup Foundation.
“This partnership brings our EWC Music vision to life, blending original music, global artists, and fan-driven playlists to create deeper connections with our audiences and celebrate our unique ecosystem.”
The Esports World Cup continues to expand its presence within the music industry. In June, the event released its official anthem featuring SEVENTEEN’s DINO, Duckwrth, and Telle Smith. For the event’s opening ceremony, Post Malone will perform to mark the start of the event taking place in Riyadh, Saudi Arabia.
Esports World Cup’s Continued Expansion
Ahead of this year’s event, the Esports World Cup has renewed and extended its existing partnership portfolio. In recent weeks, it has renewed deals with smartphone brand HONOR and PepsiCo.
Elsewhere, the event has unveiled Heroes Club, a membership club for players who win tournaments throughout the event. Members can access hospitality at various sporting events, including the Champions League Final and the Super Bowl.
However, the multi-title event continues to attract criticism. The Esports World Cup Foundation is backed by the Saudi Arabian Public Investment Fund, which has led to allegations of esportswashing. In addition to esportswashing, the Kingdom’s human rights record remains at the centre of criticism.
