Sasha Alexandrov announced Sunday that he has joined the Esports World Cup Foundation (EWCF) as its new director of content & fan marketing. Alexandrov joins EWCF from Berlin-based G2 Esports where he spent more than four years as the organization’s head of media.
Alexandrov brings a wealth of marketing experience to EWCF; over the years he has worked at Apple, independent marketing services and technology company PMG, The Guardian, and Social Element, among others.
“Super excited to share that I have joined EWC Foundation as director of content & fan marketing,” said Alexandrov in a social media post on Sunday. “Grateful for the opportunity and looking forward to what we are building next.”
Alexandrov announced his official departure from G2 Esports on Friday via social media.
The Esports World Cup Foundation and its competitions the Esports World Cup and Esports Nations Cup are all directly funded by a sports grant provided by the Saudi Arabian government’s sovereign wealth fund, the Public Investment Fund.
Projects backed by the Saudi government are often accused of being used for “sports washing,” or as a cover for the government to gloss over its record on human rights, women’s rights, LGBTQ+ rights, its mistreatment (and executions of) journalists, military actions in Yemen, and more. These and other criticisms have been highlighted by international watchdog groups such as Amnesty International and Human Rights Watch.