Post Malone to Open 2025 Esports World Cup in Saudi Arabia, Highlighting Gaming's Cultural Crossover and Ongoing Controversy
Global music star and avid gamer Post Malone will headline the opening ceremony of the 2025 Esports World Cup, the Esports World Cup Foundation (EWCF) has confirmed. Scheduled to kick off on July 10 in Riyadh, Saudi Arabia, the announcement marks another major crossover between mainstream music and competitive gaming.
Gaming Meets Music Again
Post Malone’s performance is part of the EWCF’s growing initiative to intertwine music, storytelling, and gaming culture. In a LinkedIn post, the organization emphasized how his appearance reflects their mission to make gaming a centerpiece of global digital entertainment.
"Esports is becoming a global cultural force, where music, storytelling, and competition converge,” said Mike McCabe, COO of the EWCF. "With Post Malone, a global artist and true gamer, opening the tournament, we continue to celebrate the power of music a universal language that brings fans together.”
This announcement comes as part of EWC Music, a new program inviting fans to submit their own tracks for potential inclusion in the tournament’s official music suite, which will be used during broadcasts and live events.
A Familiar Face in Esports
Post Malone is far from an outsider to the gaming scene. In 2020, he took a stake in Envy Gaming, which has since merged into Native Gaming. He’s also a known Twitch streamer, having played popular titles like Warzone and PUBG live for fans. His consistent involvement adds credibility to his role at the Esports World Cup and helps blur the line between celebrity and gamer.
Cristiano Ronaldo, Saudi Funding, and the Elephant in the Room
Post Malone isn’t the only global icon affiliated with the event. Football legend Cristiano Ronaldo was recently named a global ambassador for the 2025 Esports World Cup, further highlighting the tournament’s ambition to reach a mainstream, global audience.
However, the high-profile names and flashy entertainment can't distract from the ongoing controversy surrounding the event’s backers. The Esports World Cup Foundation is backed by the Saudi Arabian Public Investment Fund, which has drawn sharp criticism for esportswashing which is using esports to soften global perception of the Kingdom’s human rights record.
Activists and industry professionals continue to express concern over Saudi Arabia's use of high-profile entertainment events to rebrand its global image. These concerns echo similar criticisms of the country’s involvement in F1, golf, and traditional sports.
What to Expect Next
While the full lineup of musical guests is yet to be announced, Post Malone’s involvement signals that EWCF intends to make this year’s World Cup a cultural spectacle, not just a competitive tournament. With more artists promised in the coming weeks, the entertainment around the Esports World Cup may generate as many headlines as the matches themselves for better or worse.
As esports continues to grow into a global entertainment powerhouse, events like this underscore both its limitless potential and the moral complexities shaping its future.
What are your thoughts on Post Malone doing the ceremony? Any other artists you would like to see perform at the Esports World Cup? Let us know your answers in the comments down below!
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