eSports
Subway Signs First EMEA-wide Esports Sponsorship Deal With Guild

- Subway® and Guild Esports sign major two-year sponsorship deal
- The partnership covers the EMEA region and kicks off today with Subway becoming Guild’s Official Quick-Service Restaurant Partner and Official Academy Partner across 50+ countries
Guild Esports, the global esports team organisation co-owned by David Beckham, has today announced its headline partnership with Subway®, the world’s largest submarine sandwich franchise.
In a two-year partnership, Subway becomes Guild’s Official Quick-Service Restaurant Partner as well as the Official Academy Partner of Guild Esports in more than 50 EMEA markets. Guild is the first esports team organisation to sign an EMEA-wide sponsorship agreement with Subway.
Subway’s rights package includes the branding of Guild’s team jersey, featuring graphics by renowned London streetwear artist Fergus Purcell, bespoke branded content across Guild and its London headquarters opening later this year, player and content creator channels, and exclusive esports activations.
By becoming an Academy Partner, Subway will be able to engage with young audiences in key markets across EMEA at a local level and support Guild in delivering a balanced choice nutrition programme to its Academy members and fans. Guild and Subway have shared values and look forward to working together to support young gamers to make food choices which are good for them and their local communities.
Subway is a proponent of making better choices and working with young adults at a grassroots level to give them the opportunities to harness their passions, build their careers, and develop their skills on a practical and entrepreneurial level. This aligns with the values of both companies as, since its launch in June 2020, Guild has been committed to developing best-in-class esports teams whilst finding and training the next generation of players.
Carleton Curtis, Executive Chairman of Guild Esports, said:
“We are incredibly proud to partner with Subway, an iconic global brand and the world’s largest submarine sandwich franchise.
This partnership is particularly exciting as we are completely aligned with Subway’s commitment to helping people make better choices.
It is our shared values that will provide a strong foundation for Subway’s unique relationship with our Academy, which provides opportunities and education to the next generation – from career opportunities to health and wellbeing.
We look forward to deepening our partnership with Subway for the long term.
Guild’s growing presence and world-class team performances are attracting keen interest from leading brands and sponsors as esports becomes a mainstream social and entertainment activity.”
Louise Wardle, Vice President Marketing EMEA at Subway, said:
“At Subway, we have been looking at different ways to connect with younger audiences, but wanted to do so authentically, with more than just a logo.
We’re thrilled to be partnered with Guild Esports, which goes far beyond the typical esports company. Its world-first Academy is completely unique, offering the opportunity for young gamers to harness their passions, build skills and fulfil their dreams. By also collaborating with lifestyle and entertainment stars, Guild appeals to gamers and fans alike. This grassroots partnership will therefore connect a globally responsible brand with young people across EMEA.”
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eSports
Esports World Cup to Feature Record-breaking Prize Pool of More Than $70M for 2025 Event

The Esports World Cup Foundation (EWCF) has announced a record-breaking $70+ million prize pool for the upcoming Esports World Cup 2025 (EWC), the world’s largest esports event, set to return to Riyadh, Saudi Arabia, from July 7 through August 24. With the highest stakes in esports history, the $70+ million prize pool elevates EWC as one of the world’s most prestigious sporting events and reinforces the EWCF’s long-term commitment to the sustainable growth of the esports industry. The total prize pool is a $10 million increase from last summer’s inaugural event, marking a significant step in the Esports World Cup Foundation’s mission to create life-changing opportunities and provide sustainable career paths for competitive players and multidisciplinary esports Clubs.
“The record-breaking $70+ million prize pool, along with our commitment to the Club Partner Program and our multi-year publisher agreements, is a privilege to announce and validation of our purpose to elevate the industry, by giving players, clubs, publishers and all other stakeholders the stability needed to invest for future success. While more than $70 million is an incredible, life-changing sum, it’s always aligned with a long-term vision rather than short-term impact. It’s not just to have more money at stake, but to create opportunities for everyone at every level of the ecosystem, and strengthen the industry for generations to come,” said Ralf Reichert, CEO of Esports World Cup Foundation.
With 25 tournaments in 24 games announced to date, including four new games—Chess, Crossfire, FATAL FURY: City of the Wolves and VALORANT—EWC 2025 will bring together more than 2000 elite esports players and 200 top Clubs for the largest multi-game competition in history, with a life-changing prize pool rewarding more players and Clubs on the world’s biggest stage.
“Winning the Club Championship crown and $7 million at the inaugural Esports World Cup was a defining moment for Team Falcons. The opportunity to compete in front of our home fans, where they made the arenas shake with every great play, motivated us like never before, and it was an honor to secure the victory for them. We’ve used the momentum and winnings from last year to build on our success and we look forward to continuing that legacy this summer,” said Mosaad Al-Dossary, CEO of Team Falcons.
“Competing at the inaugural EWC contributed to one of the most successful competitive years in our 24-year history, securing a strong second-place finish in the EWC 2024 Club Championship. With our winnings, we expanded into new games like chess, strengthened our international presence in Southeast Asia, and supported philanthropic initiatives. The experience, momentum, and rosters we’ve built over the past year put us in the perfect position to claim the Championship crown at EWC 2025. We believe this to be our year,” said Steve Arhancet, Co-CEO of Team Liquid.
The post Esports World Cup to Feature Record-breaking Prize Pool of More Than $70M for 2025 Event appeared first on European Gaming Industry News.
Asia
ESFI’s Lokesh Suji Re-Elected as Asian Electronic Sports Federation VP, South Asia, Strengthening India’s Esports Leadership

In a significant boost for Indian esports, Lokesh Suji has been re-elected unopposed as Vice President for South Asia in the Asian Electronic Sports Federation (AESF) during its recent online Electoral General Assembly in Hong Kong for a four-year term. Holding this position since AESF’s inception, Suji’s re-election highlights India’s growing influence in international esports, reinforcing the Esports Federation of India’s (ESFI) role in shaping the region’s competitive gaming landscape.
The AESF Electoral General Assembly, chaired by outgoing President Kenneth Fok, convened representatives from 38 member nations and OCA Deputy Director General Vinod Tiwari. Thailand’s Santi Lothong secured the AESF Presidency with a simple majority, alongside new Vice Presidents for different Asian zones.
“I am deeply grateful for the continued trust placed in me and extend my sincere thanks to Kenneth (Fok) for his leadership and guidance over the years. I also look forward to working closely with Santi (Lothong) for this next phase. This re-election is not just a personal milestone but a testament to the remarkable growth of esports in India and South Asia. Esports in Asia is entering a defining era, and I am committed to ensuring that our players, federations, and stakeholders receive the recognition, opportunities, and platforms they deserve,” said Lokesh Suji, Vice President, South Asia, of AESF and Director of ESFI.
As Asia’s esports governing body, recognised by the Olympic Council of Asia (OCA), AESF has been instrumental in getting esports included in Asian Games and hosting major tournaments like the Asian Esports Games 2018 and the Asian Games 2022, featuring top titles such as Dota 2, Street Fighter 6, and FIFA Online. AESF has also been selected as the Technical Delegate for Esports at the 20th Asian Games Aichi-Nagoya 2026.
Commenting on Suji’s re-election, Santi Lothong, the incoming AESF President, said: “Having worked alongside Lokesh for years, I have witnessed his unwavering dedication to developing esports in South Asia and beyond. His leadership, vision, and relentless efforts have helped shape the region’s competitive landscape. I look forward to continuing our collaboration and strengthening esports across Asia under this new leadership phase.”
Kenneth Fok, the outgoing AESF President, added: “Lokesh has been a steadfast pillar in AESF’s journey, always pushing to elevate esports across Asia. His passion and commitment have left a lasting impact, shaping key initiatives and strengthening our community. It’s been a pleasure working alongside him, and I am confident he will continue driving esports forward.”
Under Suji’s leadership, India has made significant strides in esports, with historic medal finishes in the Commonwealth Esports Championship 2022, BRICS Esports Championship and Asian Esports Games and strong performances in the Asian Games 2018 and 2022, where Indian athletes proved their mettle against the world’s best. ESFI is further cementing India’s esports dominance with the WAVES Esports Championship (WESC) —a pioneering initiative that fosters homegrown talent and provides Indian players with an international platform to compete at the highest level. WAVES Esports Championship is one of the ‘Create in India Challenge’ as part of Ministry of Information & Broadcasting’s marque event ‘World Audio Visual & Entertainment Summit’ (WAVES) to be held on 1-4 May 2025, Mumbai.
Recognized by and Member of the International Esports Federation, Asian Esports Federation, and Global Esports Federation, ESFI remains dedicated to strengthening India’s position on the global esports stage.
The post ESFI’s Lokesh Suji Re-Elected as Asian Electronic Sports Federation VP, South Asia, Strengthening India’s Esports Leadership appeared first on European Gaming Industry News.
eSports
S8UL announces participation in five titles at Esports World Cup 2025: Chess, EAFC 25, Tekken 8, COD: Warzone, and Apex Legends

S8UL, a global name in esports and gaming content, has officially announced its participation in five titles at the highly anticipated Esports World Cup (EWC) 2025, set to take place in Riyadh, Saudi Arabia from July 7 to August 24. The first wave of titles includes Chess, EAFC 25, Tekken 8, Call of Duty (COD): Warzone, and Apex Legends, with more titles and the official rosters to be revealed in the coming weeks.
This move marks a significant milestone for Indian esports. By entering globally competitive titles such as EAFC, Warzone, Apex, Tekken, and Chess, S8UL becomes one of the first Indian organizations to compete at this scale and across such a diverse mix of esports titles. It reflects a clear step toward going global, showing how Indian esports is moving from regional success to a much bigger stage. With this participation, S8UL reinforces the message that Indian esports orgs are ready to compete at the highest level, alongside some of the biggest names in the international esports scene.
To kick off the campaign, S8UL launched a quirky and fast-paced announcement video featuring popular content creator BeYouNick and its star-studded roster of creators. The storyline follows a raid at the S8UL gaming house by an ‘EWC Squad’, leading to a string of humorous reveals and cryptic clues — ultimately leaving fans with just enough answers to be excited, and just enough mystery to keep them hooked. The video has already garnered more than 2.8 million views on Instagram and over 738K views on YouTube, sparking massive fan engagement and applause across platforms.
“The announcement video was our way of involving the community right from the start — showcasing that S8UL’s strength lies not just in gameplay but in storytelling,” said Animesh Agarwal aka 8Bit Thug, Co-founder and CEO, S8UL.“This is a defining moment for Indian esports. Our entry into titles like EAFC, Warzone, Apex, Tekken and Chess is not just participation — it’s a statement. S8UL is going global. We’re stepping into arenas that many never imagined an Indian org could enter, and we’re doing it with heart, skill and intent. We’re not just here to play — we’re here to make a mark. And this is just the first stop in that journey.”
But S8UL’s plans for EWC 2025 go far beyond team participation. The organization is gearing up for one of its biggest campaigns yet, with a pan-India journey across 20+ cities in the lead-up to the World Cup. Fans can expect never-before-seen content, IRL experiences, roster reveals, exclusive behind-the-scenes access, and opportunities to travel and celebrate with the team. This campaign will bring together India’s vibrant gaming community — from brand partners and creators to hardcore fans and casual gamers — and unify them under one flag.
Featuring the largest prize pool in esports history and 24 of the world’s biggest esports titles, the Esports World Cup will also crown a Club Champion — the top-performing esports organization across all games. With over 50,000 square meters of space dedicated to fan activations, global pop culture integrations, and entertainment, the event promises to be the largest gaming festival on the planet.
As the only Indian content and esports org to have won at the prestigious Esports Awards, and with creators who continue to redefine the boundaries between competitive play and pop culture, S8UL is leading India’s global gaming revolution — and the Esports World Cup 2025 is just the next stop.
The post S8UL announces participation in five titles at Esports World Cup 2025: Chess, EAFC 25, Tekken 8, COD: Warzone, and Apex Legends appeared first on European Gaming Industry News.
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