Esports Foundation expands Sony partnership for Esports World Cup 2026

The Esports Foundation (EF) has expanded its partnership with Sony Group Corporation for the Esports World Cup 2026, bringing together PlayStation, Crunchyroll, and Sony Pictures Television under a broader collaboration that extends beyond tournament sponsorship.

Building on the companies' initial partnership during last year's inaugural event, the renewed agreement gives multiple Sony divisions an active role throughout the festival. From powering tournament play and creating fan experiences to producing original content, the partnership represents one of Sony's most comprehensive esports activations to date.

PlayStation, Crunchyroll, and Sony Pictures Expand Their Presence

As part of the agreement, PlayStation will once again serve as the official hardware platform for applicable tournament competitions and public community zones, giving attendees access to Sony's gaming ecosystem throughout the event.

Sony Pictures Television also returns with a new season of Esports World Cup: Level Up, the behind-the-scenes documentary series following professional players and teams during the tournament. Produced by This Machine and directed by Emmy Award-winning filmmaker R.J. Cutler, the series will once again premiere globally on Prime Video.

Away from the competition, Crunchyroll will introduce an interactive manga experience featuring motion-responsive installations that showcase popular Japanese franchises. The activation is designed to give fans another way to engage with anime culture alongside the tournament, highlighting the growing connection between gaming and Japanese entertainment.

Read Also:

• Cristiano Ronaldo Returns as Esports World Cup 2026 Global Ambassador

• BLAST Reports $133 Million Revenue Following Record 2025

• Every Game at the 2026 Esports World Cup: Schedule, Prize Pools, and Teams

Sony Looks Beyond Competitive Gaming

The expanded partnership reflects Sony's wider strategy of bringing together its gaming, entertainment, and anime businesses through a single global event.

"Fans today don't separate gaming, anime, film, and entertainment. They move between them every day," said Mohammed Al Nimer, Chief Commercial Officer of the Esports Foundation.

That philosophy is reflected throughout Sony's presence at the Esports World Cup. Rather than focusing solely on tournament operations, the company is combining competitive gaming with original programming, anime experiences, and community activations to create a broader entertainment offering for attendees and viewers alike.

The collaboration also builds on the success of Sony's involvement during the inaugural Esports World Cup, where localized brand activations generated more than 168 million impressions and 116 million video views across global channels, according to the Esports Foundation.

As the Esports World Cup continues to attract major global brands, Sony's expanded involvement demonstrates how publishers and entertainment companies are increasingly using esports as a platform that extends beyond competition, connecting gaming with film, streaming, and anime under a single audience.