Rashi Mehta
The Esports World Cup (EWC), currently underway in Saudi Arabia, has secured a major broadcast deal with China’s CCTV+, a national video news agency. This partnership grants Chinese viewers access to EWC matches throughout July and August 2024, significantly expanding the event’s global reach.
CCTV+ to Showcase EWC Matches
Previously focused on on-demand content and international news broadcasting, CCTV+ will now feature EWC matches on its platform. This agreement, facilitated by a recent collaboration between the EWC Foundation, VSPO, and the China Media Group, opens doors for a massive Chinese viewership.
The China Media Group, a key player in this partnership, recently established a National Esports Development Institute. This institute, according to the EWC, aims to function as an esports think-tank and foster “sustainable growth in esports.”
High-Quality Broadcasts with Cutting-Edge Technology
The EWC Foundation emphasizes the institute’s role in delivering high-quality broadcasts: “We will leverage China Media Group’s new 5G + 4K / 8K + AI technology to provide viewers with exceptional EWC match experiences.”
The CCTV+ deal marks a significant milestone for the EWC. This collaboration grants the event access to a vast Chinese audience through a state-recognized platform, boosting its global visibility.
Sponsorships and Partnerships Continue to Grow
The EWC, now in its fourth week, continues to attract major sponsors and partners. Last week, Mastercard joined the roster alongside established partners like Amazon, Honor, and Pepsi.
Despite its growing global footprint, the EWC’s connection to the Saudi Arabian government has drawn criticism. Some critics view the event as a means of “esportswashing,” a term used when governments host major esports events to deflect attention from human rights issues.
The EWC’s success in securing prominent sponsors and broadcast deals undeniably signifies its potential as a major esports event. However, the ongoing debate surrounding its association with the Saudi Arabian government is likely to continue.
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