Ex-G2 Executive Enters Esports World Cup Foundation

Sasha Alexandrov has officially joined the Esports World Cup Foundation (EWCF) as the new director of content and fan marketing. Previously, he spent over four years at G2 Esports in Berlin, where he led the media team.

With a robust background in marketing, Alexandrov has held positions at notable companies including Apple, PMG, The Guardian, and Social Element, bringing a diverse skill set to his new role at EWCF.

In a social media announcement, Alexandrov expressed his enthusiasm, stating, “Super excited to share that I have joined EWC Foundation as director of content & fan marketing. Grateful for the opportunity and looking forward to what we are building next.”

He confirmed his departure from G2 Esports just days prior on social media.

The Esports World Cup Foundation, along with its events like the Esports World Cup and Esports Nations Cup, is funded by a sports grant from the Saudi Arabian government’s Public Investment Fund.

However, projects associated with the Saudi government often face scrutiny, with critics alleging they serve as a means of “sports washing” to distract from serious issues related to human rights, women’s rights, LGBTQ+ rights, and the treatment of journalists, as highlighted by various international watchdog organizations.