IMG to produce Esports World Cup

The Esports World Cup Foundation has turned to IMG to produce and distribute its competition. 

Overall, IMG will provide broadcast production, content strategy, global rights management, and international distribution via SNTV, a joint venture between IMG and The Associated Press, for the 2025 edition. This will include over 50 hours of programming, covering the live esports , as well as digital and social content, and an original documentary showcasing the biggest teams in the competition.

Also, IMG will produce EWC Spotlight, a two-hour show that will air Friday through Saturday during the tournament, filmed at a custom-built studio in the heart of Boulevard City, Riyadh. EWC Spotlight will feature highlights, entertainment and pop culture features, behind-the-scenes access, celebrity appearances, educational segments and more. 

It begins with a premiere on 10 July, including a live performance by superstar entertainer Post Malone, as the Esports World Cup 2025 gets underway with the Opening Ceremony. It is hosted by Hugh Woozencroft and Rachel Stringer, with more than 60 entertainment and sporting guests to join it through the summer. It will be available to watch on DAZN (16 countries globally including the UK), Fox Sports (US), 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), and more. 

IMG has also worked with EWC to develop an international distribution strategy, and SNTV will distribute daily content of the tournament to global broadcasters and media partners via its sports video production and distribution agency, Story10. 

The Esports World Cup is the world’s largest professional esports event, with 25 tournaments across 24 games, 2,000 elite players, 200 Clubs from over 100 countries, and the largest prize pool in esports history, over $70 million (£51.48m). It takes place from 8 July until 24 August in Riyadh, Saudi Arabia. 

“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. 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.”

Barney Francis, EVP, Studios, 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.”