Look Sports Media – Applications are now open for the Esports World Cup (EWC) 2026 Club Partner Program, inviting esports organizations to vie for a coveted spot. But as the program enters its third year, it’s crucial to examine what’s working, what needs improvement, and what the implications are for the esports ecosystem.
The EWC 2026 Club Partner Program mirrors its predecessors, offering selected teams funding and marketing support. The Esports World Cup Foundation (EWCF) has committed $20 million USD to support 40 teams with "six-figure funding" to bolster their operations.
Partner teams actively promote the competition on social media and participate in EWC initiatives. However, qualification for the EWC 2026 remains performance-based, requiring teams to earn their place through esports title performance or Last Chance Qualifiers. Competitive participation is not guaranteed.
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The Super Fan Program, which saw organizations bring nearly 2,000 fans to Riyadh in 2025, will also return. However, the 2025 program was marred by allegations of censorship and unequal treatment, with some fans claiming their signs were confiscated and others noting preferential treatment for Team Falcons fans.
Hans Jagnow, Director of Club and Player Relations at the EWCF, aims to "deepen [The EWCF’s] global reach, supporting Clubs as they grow their communities" in 2026.
Beyond marketing, the program offers significant financial value, enabling teams to acquire and maintain competitive rosters.
Who Gets Invited Back?
Eight organizations have earned automatic re-qualification for the 2026 program based on their performance in the 2025 Club Championship. All other 2025 partners must reapply.
The application form heavily emphasizes social media engagement, particularly past promotion of the EWC. This suggests that previous partners have an advantage. In fact, approximately 85% of the application questions are specifically for collecting social media engagement data.
However, the EWCF maintains complete secrecy in its selection process. The application’s Terms and Conditions state that participation is subject to satisfying qualification requirements "as determined in the Foundation’s sole and absolute discretion."
Why the Rush to Apply?
The esports industry is plagued by instability, with teams constantly shifting focus based on revenue and investment. The EWC Club Partnership Program offers a lifeline, providing financial support in exchange for marketing efforts.
Accepted clubs receive promotion on EWC media channels and a financial injection from the EWCF. Moreover, the emphasis on previous EWC promotion suggests that repeat funding is easier to secure, making the program a gateway to more stable financial support.
The Need for Continued Scrutiny
While the program offers benefits, it’s crucial to recognize its flaws. The Club Partnership Program reinforces loyalty to the EWC system, and the Club Championship favors teams with larger budgets, giving partnered organizations an advantage.
Critics argue that Team Falcons’ repeated wins in the Club Championship are due to this budget-weighted model, given the organization’s Saudi Arabian backing.
The EWC is also a cornerstone of Saudi Arabia’s sportswashing campaign, which uses sports events to improve a country’s reputation, often associated with those with questionable human rights records.
As the EWCF’s influence grows, so will the incentives to join the Club Partnership Program, potentially perpetuating esports’ participation in sportswashing.
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