Esports World Cup names Faker, Ronaldo, Carlsen as ambassadors until 2028, opens doors to crypto sponsors

The Esports Foundation just assembled what might be the most eclectic ambassador lineup in competitive entertainment history. Lee “Faker” Sang-hyeok, the most decorated League of Legends player alive, has been named Game Ambassador for the Esports World Cup and the Esports Nations Cup through 2028.

He joins Global Ambassador Cristiano Ronaldo and fellow Game Ambassador Magnus Carlsen. A soccer legend, a chess grandmaster, and the greatest LoL player ever walk into an esports tournament. It sounds like the setup to a joke, but the punchline is a $75 million prize pool.

What the announcement actually entails

The Esports Foundation announced Faker’s appointment on July 15 from Riyadh and Paris. The role spans both the Esports World Cup and the Esports Nations Cup, locking in one of gaming’s most recognizable faces through 2028.

Carlsen has been appearing in EWC promotional materials alongside gaming celebrities for some time now. His inclusion reflects the tournament’s strategy of positioning itself not just as a gaming event but as a broader competitive entertainment platform.

The 2026 edition of the EWC is set to take place in Paris, carrying that record $75 million prize pool.

The crypto angle: sponsorship doors swing open

The 2026 Esports World Cup marks the first edition of the tournament to accept sponsorships from blockchain and cryptocurrency companies.

No specific crypto or blockchain sponsors have been announced yet in connection with Faker’s ambassadorship or the EWC itself.

Why this matters for crypto investors

The immediate market implications are modest. Faker’s appointment doesn’t move token prices. No specific blockchain project has been tied to the EWC yet, and ambassador deals in esports, however prestigious, don’t typically trigger trading volume spikes.

For traders and investors, the sectors to watch are gaming-adjacent tokens, blockchain-based esports platforms, and fan engagement protocols. None of these are guaranteed beneficiaries, but the EWC’s policy change creates a new channel for partnership announcements that could move specific tokens when they materialize.

Disclosure: This article was edited by Editorial Team. For more information on how we create and review content, see our Editorial Policy.