IMG joins the star-studded roster of the Esports World Cup as its latest partner
The Esports World Cup has partnered with global sports marketing giant IMG to expand its global reach, leveraging talent and live action to capture new audiences.
Running from July 7 to August 24 in Saudi Arabia’s capital, Riyadh, the Esports World Cup is the world’s largest esports tournament and gaming festival, now in its second year.
At the centre of the partnership is EWC Spotlight, a live two-hour show airing Friday through Sunday on each Championship weekend. It will be produced from a custom-built studio in Riyadh’s Boulevard City.
The show premieres on July 10, alongside the Opening Ceremony, which includes a live performance by Post Malone. It will be hosted by Hugh Woozencroft and Rachel Stringer.
“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,” said Ralf Reichert, CEO, Esports World Cup Foundation.
“By blending elite competition, mainstream entertainment, and cultural storytelling, we’re breaking barriers between esports and traditional media. 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.”
Fans can watch the show from around the world on Fox Sports (US), 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), among others.
All the ingredients for success
Last year’s inaugural Esports World Cup drew global attention thanks to its record-breaking $62.5m prize pool and its unique multi-title format, bringing together numerous games under a single event in comparison to the more traditional single-title tournaments.
Over the eight-week competition, more than 500 million viewers watched upwards of 250 million hours of content, making it the most-watched esports tournament of 2024. Peak concurrent viewership reached 3.5 million during the League of Legends Grand Final, where T1 defeated Top Esports.
Now in its second year, the tournament is set to grow even further. The total prize pool has increased to $71.5m, and the 2025 edition will feature 25 distinct game titles, up from 22 last year.
Beyond the competition itself, organisers at the Esports World Cup Foundation have worked to broaden the event’s appeal by integrating celebrities and athletes from traditional sports. High-profile appearances in 2024 included footballer Neymar.
However, not all attention has been positive. The event’s ties to Saudi Arabia have prompted ongoing debate, with some stakeholders raising concerns over sportswashing.
Sustainability is another issue raised by parts of the esports community. In an earlier interview with Insider Sport, Fabian Scheuermann, Chief Games Officer at the Esports World Cup Foundation, addressed questions around the long-term vision and viability of the tournament.
Barney Francis, EVP, Studios at IMG, said: “The Esports World Cup is as big as it gets for gaming fans and we’re excited to help bring the tournament to fans across the globe through unmissable and headline-grabbing programming.
“Combining IMG’s premium production capabilities and creativity with our team of global media experts and strategists, this partnership enables us to provide an elevated viewer experience for fans worldwide, as they watch their favourite teams and personalities battle it out on a world stage.”
