Esports World Cup Foundation Partners With Spotify and IMG

Key insights

6 takeaways

01
The Esports World Cup Foundation (EWCF) has partnered with Spotify and IMG to support the 2025 Esports World Cup, a seven-week tournament in Riyadh with a prize pool exceeding $70 million.
02
IMG will produce over 50 hours of original programming, including a two-hour show titled 'EWC Spotlight' that will be broadcast globally across networks such as Fox Sports, DAZN, and beIN/TOD.
03
Spotify will manage an EWC music hub featuring the event's official anthem, artist collaborations, and curated playlists, building on a partnership that began with the event's predecessor, Gamers8, in 2022.
04
IMG's scope of work includes broadcast production, content strategy, global rights management, and international distribution through SNTV, a joint venture between IMG and The Associated Press.
05
The 2025 Esports World Cup runs from July 7 to August 24, followed by the New Global Sport Conference on August 23–24 at the Four Seasons Hotel in Riyadh.
06
The EWCF has recently secured additional partnerships with Lenovo, stc Group, Stream Hatchet, and Aramco to support the event.

Summary

The Esports World Cup Foundation (EWCF) has secured strategic partnerships with Spotify and the global sports marketing agency IMG to enhance the 2025 Esports World Cup in Riyadh, Saudi Arabia. These collaborations aim to expand the event’s reach through specialized music integration and extensive content production. While the financial terms of the agreements remain undisclosed, the partnerships represent a significant effort to elevate the production value and cultural footprint of the seven-week, multi-title tournament.

Spotify will leverage its existing relationship with the event organizers to launch a dedicated music hub. This platform will feature the official tournament anthem, artist collaborations, and curated playlists to engage the global gaming audience. Simultaneously, IMG will manage broadcast production, content strategy, and international distribution. The agency plans to produce over 50 hours of programming, including a custom-built studio show titled EWC Spotlight, which will provide behind-the-scenes access, celebrity appearances, and highlights from the competition. This content is slated for distribution across a wide array of international networks, including Fox Sports, DAZN, and various regional broadcasters.

The 2025 Esports World Cup, which runs from July 7 to August 24, features a prize pool exceeding $70 million. The event is funded by the Saudi Arabian government’s Public Investment Fund and operated in coordination with the ESL FACEIT Group. Despite the scale of these commercial partnerships, the event continues to face scrutiny from international human rights organizations regarding the broader context of the host nation’s involvement in the global sports and entertainment landscape.