eSports
Subway and Guild Esports Celebrate First Year of Game-changing Partnership
Subway and global esports company Guild Esports are celebrating their first year of a successful brand partnership. The EMEA-wide partnership engages Gen Z consumers with esports and gaming activations. So far, the collaboration has generated nearly 9000 posts and streams, and over 1800 hours of exposure time, and more coming from Subway and Guild, soon.
Just over a year ago, Subway launched a two-year EMEA-wide brand partnership with Guild Esports, the global esports business co-founded by football star, David Beckham.
As esports continues to grow across the world, with an audience of over 450 million in 2021, expected to rise to 570 million by 2024 (according to market research firm Newzoo), this market is a way for Subway to connect with Gen Z consumers.
But there’s more to Subway’s partnership with Guild than esports alone. It also helps Subway to promote its belief in nutritious food, choice, and variety, to an audience that doesn’t always eat as healthily as they could.
David Beckham set up Guild Esports to take a holistic view of its players’ wellbeing – not only advancing skills in gaming, but also taking care of good nutrition, physical and mental wellbeing. With over 80% of gamers eating or drinking while playing (Newzoo), Guild hopes to promote a healthy relationship between gamers and food. And this aligns with Subway’s values of helping consumers make better and healthier choices.
“It’s great to have Subway on board to help us educate gamers and esports players. We are currently working closely with Subway’s nutritionist to further develop our Health and Nutrition section on our Academy platform, aiming to equip young players with the tools and knowledge needed to improve their relationship with food. The lessons will cover everything from healthy habits around nutrition, improving relationships with food and the benefits and dangers of common nutrition supplements in esports. Keep an eye out on our Academy and Guild social channels for more game-changing content,” Luke Hall, Nutritionist at Guild Esports, said.
“One year on, our partnership with Guild has become a powerful asset across EMEA. We’ve turned it into a far-reaching and multi-dimensional asset with many opportunities for our franchisees to engage local consumers. Esports is a new area for Subway, and we are enjoying the journey. And as Guild is an esports organisation which talks so passionately about nutrition, they offer us a unique and well-rounded partnership,” Louise Wardle, the EMEA VP of marketing for Subway, said.
“It has been great to work with Subway as our brand has grown and we’ve built the range and reach of our activities. We are also excited about the future direction of Guild Academy which has a huge focus on the holistic wellbeing of gamers and are pleased to be working so closely with Subway on the development of our Health and Nutrition section. One year on, it’s been quite a journey and we are now set for our next burst of growth. So, look out for more exciting activity with Subway in EMEA in 2022 and beyond,” Michelle Tierney, CCO at Guild Esports, said.
eSports
StarLadder to Host 2025 CS2 Major in Budapest’s 20,000-Seat MVM Dome

StarLadder today announced that it will host the second Counter-Strike 2 Major of 2025 in Budapest, Hungary, culminating in a four-day Playoff stage inside the MVM Dome – one of the largest and most advanced esports venues in Europe, and one of the biggest CS2 Major venues to date.
The event will run from November 24 to December 14, featuring the world’s top 32 Counter-Strike 2 teams competing for a $1.25 million prize pool and one of the most prestigious titles in the esports world.
Kicking off on November 24, the early stages of the tournament will take place at Budapest’s MTK Sportpark, a recently upgraded venue with seating for 2,000 spectators. This modern, esports-ready venue offers fans a unique opportunity to get close to the action and experience high-level Counter-Strike in the vibrant atmosphere of an offline setting.
From December 11 to 14, the tournament moves to the MVM Dome for the playoffs. With 20,000 seats and cutting-edge production capabilities, the Dome will deliver a stadium-scale experience – featuring record-breaking LED setups, immersive lighting, and arena-wide special effects crafted to elevate the show for every fan on site. Set against the backdrop of Budapest’s iconic pre-Christmas charm, the Major will offer not just world-class esports, but also a chance for fans to experience one of Europe’s most vibrant cities during its most magical season.
“ Hosting another Major is an incredible honor, and we’re determined to make it unforgettable,” said Roman Romantsov, CEO of StarLadder. “Budapest gives us the perfect stage to push the boundaries of what a live CS2 event can look and feel like. From day one to the Grand Finals, we’re building something that fans – both in the arena and watching around the world – will remember. We invite every Counter-Strike fan to be part of this iconic moment with us.”
The post StarLadder to Host 2025 CS2 Major in Budapest’s 20,000-Seat MVM Dome appeared first on European Gaming Industry News.
eSports
Esports World Cup Foundation Launches Global “Road to EWC” Program, Unveiling Qualification Pathways for the Esports World Cup 2025
The Esports World Cup Foundation (EWCF) has unveiled the full scope of the qualification system for the Esports World Cup 2025 with the launch of the global “Road to EWC” program. Featuring over 200 tournaments spanning grassroots leagues to elite international circuits, the Road to EWC offers opportunities for players at every level to compete on the world’s biggest stage, the Esports World Cup, set to return to Riyadh, Saudi Arabia, from July 7 through August 24.
“Road to EWC is a platform for every player, Club, and community whose journey defines the spirit of competition,” said Faisal Bin Homran, Chief Product Officer, of the Esports World Cup Foundation. “By connecting hundreds of tournaments across the world, we are creating life-changing opportunities for players at every level, bringing the world’s best talent to Riyadh. This is how we grow the sport – by growing our partnerships, investing in competitions and laying the foundation for sustainable growth across the industry.”
The Road to EWC qualification program marks a major milestone for the Esports World Cup and is a core component of EWCF’s commitment to the sustainable growth of esports, supporting the professional ecosystem and advancing the sport on a global scale. With 25 tournaments in 24 games, including four new games – Chess, Crossfire, FATAL FURY: City of the Wolves and VALORANT – the EWC 2025 will bring together more than 2,000 elite esports players and 200 top Clubs to compete for a prize pool of more than $70 million, the largest in esports history.
For League of Legends, Valorant, Overwatch 2, and Apex Legends, official publisher circuits such as the LEC, VCT, OWCS, and ALGS serve as the primary route to qualification. Other games, including Dota 2, Call of Duty: Warzone, PUBG, Teamfight Tactics, and StarCraft II, are holding open online qualifiers, while fighting games, including Street Fighter 6, TEKKEN 8, and Fatal Fury are qualifying players through community-driven tournaments such as EVO Japan, Combo Breaker, and CEO.
In mobile titles like Mobile Legends: Bang Bang, Free Fire, PUBG MOBILE, and Honor of Kings, region-specific leagues across Southeast Asia, MENA, and LATAM are producing national champions who will represent their respective nations in Riyadh. Finally, for titles such as Chess, EA SPORTS FC 25, and Overwatch 2, a final wave of Last Chance Qualifiers will be staged in July, giving one last opportunity for breakout players and rising stars to earn their spot in Riyadh.
Additional information about the Road to EWC, including events and dates for specific titles, can be found at esportsworldcup.com.
As anticipation builds for the Esports World Cup, the Road to EWC also features a multi-channel marketing campaign with a calendar of original content from selected qualifier events and partner leagues around the world. Player interviews and behind-the-scenes access will bring to life the stakes, talent, dedication and human interest stories behind the competition, alongside tournament and game explainers to introduce EWC games to broader audiences and bring fans closer to the action.
The Esports World Cup 2025 will once again unite gaming and esports communities in Riyadh, Saudi Arabia, for a global competition that will crown the next Esports World Cup Champion. The tournament’s unique cross-game format will reward Clubs and players competing for a life-changing prize pool across a mix of platforms and genres, bringing together esports’ best teams, players and games under one banner in the largest-ever celebration of esports.
The post Esports World Cup Foundation Launches Global “Road to EWC” Program, Unveiling Qualification Pathways for the Esports World Cup 2025 appeared first on European Gaming Industry News.
Asia
S8UL makes StarCraft II debut with the signing of veteran South Korean player GuMiho

S8UL strengthens its EWC roster following the announcement of their participation in multiple titles, including Chess, EAFC 25, Tekken 8, Call of Duty (COD): Warzone, and Apex Legends Mumbai, May 8, 2025: S8UL, a global force in esports and gaming content, is proud to announce its entry into the legendary world of StarCraft II with the signing of veteran South Korean player Pyung Jae Koh, better known by his iconic gamer tag GuMiho, a.k.a. “The Towel Terran.”
This marks S8UL’s first foray into the real-time strategy (RTS) genre and signals its continued commitment to global expansion across esports titles that have defined competitive gaming history.
A fan-favorite and master tactician, GuMiho is recognised across the global StarCraft community for his creative playstyle, unorthodox strategies, and trailblazing use of mech-based unit compositions. A staple of the Global StarCraft II League (GSL) since the Wings of Liberty era, GuMiho rose to global prominence after winning the GSL Code S
Championship in 2017, defeating soO in a 4–2 final that etched his name in StarCraft history. His unique style of playing with a towel draped over his hands to absorb sweat and maintain precision earned him the moniker “The Towel Terran,” while his dominance with mechanical Terran builds gave rise to another title: “The Mech God.”
GuMiho’s recent achievements reaffirm his elite status in the competitive StarCraft II scene. In December 2024, he edged out Protoss standout Clem in a tense 3–2 series at HomeStory Cup XXVI, building on the momentum of his nail-biting 4–3 grand final victory over ShoWTimE (also Protoss) at HomeStory Cup XXV just months earlier. Earlier in the year, he delivered a commanding run to the finals of WardiTV 2023, ultimately finishing second after a hard-fought series against Zerg titan Dark. These standout results reinforce GuMiho’s reputation as one of the scene’s most resilient and inventive players, proving that even after years at the top, he continues to evolve and compete at the highest level.
Speaking about his new journey with S8UL, GuMiho said: “Joining S8UL feels like stepping onto a new playing field with the same hunger to win. Their drive to break barriers in esports matches my own competitive spirit. I’m ready to give it my all and compete at the highest level again, this time with S8UL by my side.”
Animesh Agarwal a.k.a. 8Bit Thug, Co-founder and CEO of S8UL, commented on the signing: “GuMiho is a living legend, and we’re beyond thrilled to welcome him to the S8UL family. Our journey into StarCraft II is about paying homage to the roots of esports and competing with the best. GuMiho’s legacy of innovation, consistency, and competitive spirit embodies everything S8UL stands for. This is a proud moment for Indian esports as we strengthen our EWC aspirations with one of the game’s all-time greats.”
As S8UL prepares to compete across multiple titles at EWC 2025, including Apex Legends, EAFC 25, Call of Duty: Warzone, Tekken 8, Chess, and now StarCraft II, the organization continues to demonstrate that excellence in esports knows no borders, no genres, and no limits.
With three consecutive ‘Esports Content Group of the Year’ wins at the Esports Awards and global recognition through initiatives like the MOBIES Global Impact Award, S8UL is now writing a new chapter in the global esports story.
The post S8UL makes StarCraft II debut with the signing of veteran South Korean player GuMiho appeared first on European Gaming Industry News.
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