The Esports World Cup has taken a major step into the world of music with its newly announced partnership with Spotify. This collaboration aims to extend the tournament’s energy and spirit beyond the arena, giving fans around the world a fresh and immersive way to experience the event through music. With Spotify onboard, the global esports celebration now enters a new dimension, where sound and gameplay combine to create something even bigger.
At the heart of this partnership is the EWC Music Hub, a dedicated space on Spotify where fans can explore everything from the official tracks of the Esports World Cup to custom curated playlists inspired by games and esports culture. The hub will also include music from artists who are performing live during the tournament’s opening ceremony, offering listeners a chance to connect to the festival’s mood even if they’re not in Riyadh.
This move is part of a larger vision from the Esports World Cup Foundation, one that recognizes music as a vital layer of the fan experience. According to Mohammed Al Nimer, Chief Commercial Officer of the Foundation, the goal is to bring audiences closer to the event emotionally, using sound as a bridge between digital and real life moments. The EWC Music Hub is designed not only for fans watching the matches but also for those attending in person and following updates online.
Spotify’s involvement does not stop at playlist curation. The collaboration includes content created directly from the event grounds in Riyadh, featuring both attendees and influencers. Fans can expect behind the scenes moments, artist collaborations, and gaming inspired music experiences that reflect the culture of esports at its most vibrant.
The Esports World Cup has already made significant inroads into the music industry ahead of this new deal. In June, the tournament unveiled its official anthem with contributions from global artists like SEVENTEEN’s Dino, Duckwrth, and Telle Smith. This momentum continues with the announcement that Post Malone will headline the Opening Ceremony in Riyadh, blending music and esports on a stage built to entertain a global audience.
This Spotify partnership joins a growing roster of high profile collaborations for the Esports World Cup. The tournament has recently renewed deals with brands such as HONOR and PepsiCo. These partnerships are aimed at building a broader festival environment around the competitions, creating a lifestyle experience that goes beyond the gameplay.
As the tournament begins, attention is also turning toward the Heroes Club, a newly revealed initiative that offers elite perks to champions crowned throughout the event. Winners will receive access to luxury experiences such as attending the UEFA Champions League Final and the Super Bowl, further solidifying the Esports World Cup’s place at the intersection of sport, entertainment, and prestige.
However, the event has also faced criticism due to its backing by the Saudi Arabian Public Investment Fund. Allegations of sportswashing and concerns about the country's human rights record continue to be raised, adding a layer of scrutiny to its otherwise fast growing appeal in the global esports and entertainment space.
Even with these concerns, the fusion of Spotify’s musical expertise and the Esports World Cup’s large scale production is expected to bring a unique cultural richness to this year’s event. For fans of both gaming and music, this partnership marks a new way to engage with esports in a format that is more dynamic, inclusive, and emotionally resonant.
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