Global hospitality giant Hilton has expanded its commercial alliance with the Esports Foundation (EF), stepping up as a Main Partner for the ongoing Esports World Cup (EWC) 2026 in Paris, France.

The agreement elevates a multi-year deal originally signed in 2025, which saw Hilton serve as the official hotel partner during the tournament’s inaugural editions in Saudi Arabia. The announcement marks the official partnership expansion onto an international host city beyond Riyadh, integrating Hilton’s lodging and loyalty ecosystem across the seven-week event running from July 6 through August 23 at the Paris Expo Porte de Versailles.

Throughout the remainder of the event, Hilton will maintain visible branding during high-profile broadcast moments, including opening ceremonies and press briefings, while publishing dedicated behind-the-scenes content across its Paris hotel locations. The hospitality company is embedding its brand footprint across six participating properties in the French capital to host EWC SuperFans, content creators, and VIPs.

Additionally, the collaboration introduces specialised loyalty activations including the EWC Heroes Club program, which rewards tournament champions with top-tier Hilton Honors Diamond status.

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“Having first brought its hospitality to EWC in Riyadh, Hilton now helps us carry that unique experience onto the international stage, and as the EWC continues to grow, we’re proud to build that journey together,” said François Desir, Director of Sponsorship and Advertising at the Esports Foundation.

“Our partnership with the Esports World Cup Foundation continues to go from strength to strength, and we’re excited to support this next chapter as the Esports World Cup comes to Paris,” added Darcy VanWyck, SVP & Commercial Director EMEA at Hilton.

Since 2025, the esports industry saw growing interest from hospitality brands. In June 2025, Associated Luxury Hotels International (ALHI) announced a series of strategic partnerships to bring gaming and esports solutions to its portfolio of luxury properties, while groups like Radisson and IHG Hotels & Resorts also made headlines through different deals. Tournament organiser BLAST also made its move towards hospitality in June 2026, announcing a one-year partnership with MATCH to integrate traditional sports-grade travel infrastructure into its esports tournament portfolio.

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