The Esports World Cup Foundation (EWCF) has commented the support for teams to bring fans to its event in Riyadh, an initiative it describes as a core part of a strategy to grow the global esports ecosystem, though the practice has raised questions from part of the community.
In an interview with The Esports Radar at the New Global Sport Conference in August 2025, Hans Jagnow, Director of Club & Player Relations and Special Projects at the EWCF, directly addressed the subject. “Yes, we are working with clubs to ensure that fans have a great time and we are providing funding for that,” Jagnow stated.
The initiative, known as the ‘Superfan program‘, is run in collaboration with its partnered teams to bring around 50 supporters from each club to Saudi Arabia, totalling around 2,000 fans travelling to Riyadh. The program is included in the marketing and engagement strategy for clubs the EWC works with, with the Foundation covering logistics including travel and accommodation for fans, aiming to provide what Jagnow termed “the most awesome experience” while also allowing them to discover Riyadh and the Kingdom.
When asked about the importance of the programme, Jagnow framed it within the EWCF’s broader, non-profit mandate. “Our entire club partnership program is built around the idea of sustainability of growing into new fan segments,” he explained. He positioned the Superfan program as a “tool” to achieve this, aiming to make the Esports World Cup a “pillarstone of the esports calendar every year.”
Jagnow emphasised the benefits for the partnered clubs, suggesting the programme helps grow their profits and allows them to connect better with their fans. “We want to play a part in this, and we want to enable this, and, ultimately we are funding this as well,” he added.
The goal, according to Jagnow, is to foster a culture of travelling fan clubs in esports, similar to those found in traditional sports. He referenced the vibrant atmosphere created by Brazilian fans, who brought musical instruments to the Rainbow Six event, as a successful example. “We hope that this segment will be bigger… that they bring amazing ideas to the tournament,” he said, highlighting the desire for a “trickle-down effect” that would benefit other tournament organisers across the industry.
Collaboration with Saudi Tourism
The programme involves collaboration with Saudi national bodies. Jagnow confirmed that the Saudi Tourism Authority (STA) played a supporting role, helping to guide fans and inform them about what Riyadh has to offer, including recommending restaurants and local spots.
In response to a question on whether the initiative constitutes a marketing strategy, Jagnow acknowledged it could be seen as such, but reiterated its roots in the Foundation’s core objectives. “You can say it’s a marketing strategy or a product strategy, but ultimately, it’s part of a mandate. We want to grow the esports industry,” he said. “Maybe it’s a strategy, but it’s also a lot of emotion.”
Jagnow concluded by defending the programme’s success, citing positive feedback from participants. “We had a lot of fans reaching out… saying this was one of the most amazing trips that they had in a long time,” he noted, adding that these fans had been “quite vocal” about their experiences on social media.
Based on the stated objectives of the Esports World Cup initiative, as articulated by HRH Prince Faisal bin Bandar bin Sultan Al Saud in an interview with The Esports Radar, the ultimate goal is to develop the Kingdom’s economy, with Prince Faisal asking, “How can we build other industries that can be leaders in Saudi and internationally, and move away from a dependence on oil and gas.”
For 2026, the EWCF has announced that its marketing campaigns and community initiatives will focus on engaging key growth regions like India, China, Southeast Asia, and LATAM. By making the EWC more accessible to fans who perhaps could not afford to travel, efforts like the Superfan program promote inclusivity. However, by actively attracting a more diverse international audience to the country, Saudi Arabia will likely face increased pressure to reform its domestic policies concerning women’s rights, LGBT rights, press freedom, and human rights, which are ongoing points of tension with segments of the wider international esports community.
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