The Esports World Cup Foundation (EWCF) has entered into a partnership with sports marketing agency IMG to deliver global broadcast coverage for the 2025 Esports World Cup (EWC), currently underway in Riyadh, Saudi Arabia.
As part of the agreement, IMG will oversee broadcast production, content strategy, rights management and international distribution of the event through SNTV, its joint venture with The Associated Press. The collaboration aims to expand the reach of the esports tournament and gaming festival, which runs from 7 July to 24 August.
A key element of the partnership is the launch of a flagship two-hour weekly broadcast programme titled ‘EWC Spotlight’. Produced live from a custom-built studio in Boulevard City, Riyadh, the show will air each Championship weekend from Friday to Sunday, blending esports highlights with entertainment, pop culture features, behind-the-scenes access, celebrity appearances and educational segments.
The series will premiere on Thursday, 10 July, during the EWC 2025 Opening Ceremony, featuring a live performance by Post Malone. The event expects to welcome over 60 celebrity, entertainment and sports figures over its two months of duration.
“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 of the Esports World Cup Foundation. “By blending elite competition, mainstream entertainment, and cultural storytelling, we’re breaking barriers between esports and traditional media.”
IMG will also distribute more than 50 hours of programming related to the EWC, including digital and social content, live match coverage, and an original documentary focusing on the event’s top teams. The tournament’s daily content will be distributed to global broadcasters via SNTV and Story10, IMG’s sports video production and distribution agency.
The English-language broadcast of EWC Spotlight will be available through select international media partners, with a potential reach of over 250 million viewers. Confirmed broadcast partners include Fox Sports (U.S.), DAZN (16 territories), beIN/TOD (MENA), Channel 7 (Australia), TRT (Turkey), Astro (Malaysia), TAP (Philippines), GOAT and Nsports (Brazil), Star Times (South Africa), Abema (Japan), WHATS TV (Spain), HoyTv (Hong Kong), CHZZK (South Korea), and DirecTV (Latin America).
IMG, a subsidiary of TKO Group Holdings, has previously managed media rights and brand partnerships for more than 20 major esports events, including those with EA Sports, Riot Games, Epic Games, and PGL.
