The Esports World Cup Foundation (EWCF) has announced that football star and global celebrity Cristiano Ronaldo has been appointed as the Global Ambassador for the Esports World Cup 2025 (EWC). The appointment of the five-time Ballon d’Or winner is being positioned as a significant development for both the tournament and the wider competitive gaming industry.
Ronaldo, regarded as one of the most recognisable athletes in the world, is expected to bring considerable global visibility to the event. The Portuguese footballer’s involvement is seen by the EWC as a way of bridging traditional sport and esports, connecting established sports fans with competitive gaming communities.
Ralf Reichert, CEO of the Esports World Cup Foundation, described Ronaldo’s appointment as a milestone for the tournament. “Cristiano Ronaldo connects generations — from lifelong football fans to today’s emerging competitors. His pursuit of greatness mirrors the spirit of the Esports World Cup: the biggest stage for the best players. As Global Ambassador, he bridges traditional sport and competitive gaming, helping spotlight the next generation of athletes competing for global glory.”
In his remarks, Ronaldo noted the parallels he sees between professional sport and esports. “Sport is always evolving – and esports is one more frontier,” he said. “The commitment, drive, talent, and intensity I have been able to see in esports athletes is no different from what I’ve experienced on the pitch. I’m proud to stand alongside these competitors and be part of a global event that’s inspiring a new generation.”
As part of his ambassadorial role, Ronaldo will front the tournament’s global campaign in the lead-up to and during the seven-week competition and festival, which will take place in Riyadh. He will also feature as a playable character in FATAL FURY: City of the Wolves, one of the 25 titles included in this year’s tournament lineup. This is not the first appearance of Cristiano Ronaldo in a game not related to football, as he also partnered with mobile battle royale Free Fire in 2021.
According to the Esports World Cup Foundation, Ronaldo’s participation will support the promotion of the 2025 creative theme, “Rise Above”, which focuses on unlocking human potential and pushing boundaries in the pursuit of excellence.
The Esports World Cup 2025 is set to take place this summer in Riyadh.
