In a significant move for the future of competitive gaming, the Esports World Cup Foundation (EWCF) has announced a broadcast and production partnership with global sports and entertainment powerhouse IMG. The collaboration is designed to amplify the global reach of the Esports World Cup (EWC), with the 2025 edition currently underway in Riyadh, Saudi Arabia.
As part of the deal, IMG will take charge of managing production rights and overseeing international distributionof EWC content, working in tandem with SNTV, its joint venture with the Associated Press. SNTV will distribute curated daily highlights and news segments to global media outlets through its Story10 platform.
The agreement reflects a growing effort to integrate esports more fully into mainstream sports and entertainment ecosystems — and to bring competitive gaming to billions of untapped viewers worldwide.
What’s Coming: A New Era of Esports Programming
Central to the partnership is the launch of EWC Spotlight, a weekly, two-hour magazine-style show that will debut on July 10. Produced by IMG, the program will feature a mix of tournament highlights, behind-the-scenes footage, player interviews, and cultural commentary — offering a deeper lens into the esports universe.
Ralf Reichert, CEO of EWCF, emphasized the broader vision:
“EWC Spotlight is our gateway product — a cultural crossover that doesn’t just serve esports fans, but aims to introduce esports to new global audiences. This partnership with IMG helps us reframe esports as entertainment, culture, and sport all at once.”
The show will be available through a select list of global broadcast partners including DAZN (across 16 markets), Fox Sports (US), and BeIN (Middle East & North Africa), among others.
Beyond EWC Spotlight, IMG will produce over 50 hours of tournament-related content, spanning live coverage, digital shorts, and bespoke programming for streaming and social platforms.
Barney Francis, EVP of Studios at IMG, added:
“Our mission is to raise the production bar for esports. By combining IMG’s storytelling capabilities with a strategic media plan, we’re delivering an experience that matches the intensity and creativity of the esports community.”
