The Esports World Cup Foundation has partnered with IMG, a leading sports marketing agency, to enhance the global broadcast coverage of the Esports World Cup (EWC), the world’s largest eSports tournament and gaming festival. The event is in Riyadh, Saudi Arabia, until August 24th.
Under this partnership, IMG will handle broadcast production, develop content strategy, manage global rights, and oversee international distribution through SNTV, a collaboration between IMG and The Associated Press, for the upcoming Esports World Cup 2025. Throughout the tournament, IMG aims to produce over 50 hours of content, offering live eSports coverage alongside digital and social media outputs and an original documentary that highlights the top teams competing.
Ralf Reichert, CEO of the Esports World Cup Foundation, emphasised, “With EWC Spotlight, we are creating an accessible entry point into eSports, aiming to engage not just the millions already involved, but the billions who have yet to discover their passion for competitive gaming. Our collaboration with IMG will merge elite competition with mainstream entertainment and cultural narratives, bridging the gap between eSports and traditional media. This partnership allows us to showcase the true essence of eSports as a dynamic evolution in entertainment, sports, and culture.”
IMG has also been tasked with crafting an international strategy for distributing the tournament’s content and will utilise its extensive network for worldwide management. Additionally, EWC has appointed SNTV to deliver daily content updates to global broadcasters and media partners through its sports video production and distribution service, Story10.
Fans around the world will be able to watch the tournament on several networks, including Fox Sports (US), DAZN (in 16 countries), 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), and DirecTV (Latin America), among many others.
Barney Francis, EVP of Studios at IMG, remarked, “The Esports World Cup represents a monumental event for gaming enthusiasts, and we are thrilled to bring this tournament to fans across the globe with exciting and standout programming. By combining IMG’s top-notch production abilities and creativity with our team of global media experts, this partnership promises an enhanced viewing experience as fans support their favourite teams and personalities on an international stage.”
This year’s EWC features 25 tournaments across 24 games, involving 2,000 elite players and 200 clubs from over 100 countries. The event will boast the biggest prize pool in eSports history, exceeding US$70 million.
For the first time in the tournament’s history, chess will be included, with five-time World Champion Magnus Carlsen participating as a competitor and the official Global Ambassador. Football legend Cristiano Ronaldo will also serve as a Global Ambassador, further bridging the connection between eSports and traditional sports.
