Faker Named Game Ambassador for Esports World Cup, Nations Cup

The Esports Foundation has named Lee “Faker” Sang-hyeok as Game Ambassador for the Esports World Cup (EWC) and the Esports Nations Cup (ENC). The multi-year agreement runs through 2028. He joins Cristiano Ronaldo, who serves as Global Ambassador, and chess Grandmaster Magnus Carlsen, who is also a Game Ambassador.

Under the appointment, Faker will serve as a core voice for esports athletes and work with the foundation’s executive teams on global events, player-focused operational initiatives, media activities and leadership forums. The foundation said the role will strengthen ties between active professional competitors, international fans and tournament organizers.

Faker’s likeness has appeared in promotional material for the EWC in Paris, where he featured alongside Ronaldo and French Counter-Strike 2 player Mathieu “ZywOo” Herbaut.

Ralf Reichert, chief executive of the Esports Foundation, said, “You can’t talk about esports without mentioning Faker. Across EWC, ENC and NGSC, he will help ensure that the players who built this sport have a voice in shaping where it goes next.” Faker commented that the appointment allows him “to continue competing for the biggest titles with T1 while representing the players and fans who have helped esports grow worldwide” and that he aims “to inspire the next generation to pursue excellence, remain resilient and believe in how far competitive gaming can take them.”

Faker’s competitive record includes six League of Legends World Championship titles, the inaugural EWC trophy in 2024, two Mid-Season Invitational wins and ten domestic LCK championships with T1. In 2026 he became the first esports athlete to receive the Blue Dragon Medal, South Korea’s highest sporting honor, presented by President Lee Jae-myung.

The Esports Foundation said Faker will be integrated into its ambassador pipeline and will participate in events and forums through 2028. The foundation said he will work on player representation in discussions about tournament formats, athlete welfare and fan engagement.