Lee “Faker” Sang-hyeok, the most successful League of Legends The former sports star has signed a deal with the Esports Foundation that will see him become the game ambassador for the Esports World Cup and the Esports Nations Cup.
The deal, revealed today in Paris, France at the 2026 Esports World Cup, will see Faker join soccer star Cristiano Ronaldo and chess legend Magnus Carlsen in the ambassador program. From now until 2028, Faker will represent the perspective of esports players at all of the Foundation’s international events, athlete initiatives, media interviews and leadership forums. Basically that means you’ll see Faker pop up in almost everything the Esports Foundation does over the next few years.
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Since the first two ambassadors in the program are not esports stars, it makes sense to bring in more faces that are visible in the world of competitive gaming. Honestly it would be weird if the first true esports star to join as an ambassador was anyone other than Faker, so it feels like a perfect match for both teams.
“You can’t talk about sports without talking about Faker. He is the defining athlete of competitive sports: a champion whose skill, integrity and longevity have inspired an entire generation,” said Ralf Reichert, Chief Executive Officer of the Esports Foundation. “As our Sports Ambassador, Faker represents something important in the Ambassador Program: esports is creating its own sports icons around the world. Across the EWC, ENC and NGSC, he will help ensure that the players who built the game have a voice in shaping where it goes next.”
Importing Faker means that the Foundation’s ambassador program has three main pillars, all stars in their chosen field who have gone beyond their chosen game to become real international brands. Chances are that a large part of the world’s population can see at least one member, with Faker bringing a unique audience of gamers, sports fans and a large part of the South Korean population.
“Faker represents the three phases of what esports has become,” said Hans Jagnow, Director of Club, National Team and Player Relations at the Esports Foundation. “In the T1 jersey, he is the ultimate symbol of success in the tournament: the most decorated player League of Legends history, still competing at the highest level and adding the first Esports World Cup title to a career that has defined the game. Wearing the jersey of the Republic of Korea, he is a national hero who carries the expectations of a country that helped shape modern sports, and will bring that responsibility to the Esports Nations Cup. Beyond any jersey, he is a cultural icon and the voice of a generation, communities and their aspirations that have been shaped by sports.
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“It is an honor for the Esports Foundation to work with Faker in all these roles,” continued Jagnow. “Our responsibility is not only to celebrate his achievements, but to provide his knowledge and influence across the field in every part of our environment, from the Esports World Cup and the Esports Nations Cup to the New Global Sport Conference. By connecting his voice with players, fans, media, world leaders and decision makers, we can ensure that one of the defining areas of sports also helps stand where the statistics follow.”
The agreement was announced on the first day of League of Legends For the 2026 Esports World Cup, Faker and his T1 team took down GAM Esports to start the group stage. After winning the first Esports World Cup, but failing last year, Faker will look to reclaim the EWC trophy and possibly add a few more to his collection in the coming years.
“Competition has shaped my life, and I am proud to join the Esports Foundation as an Ambassador for the game,” said Faker. “I want to continue to compete for major titles with T1 while representing the players and fans who have helped esports grow worldwide. Through the Esports World Cup, Esports Nations Cup and the Foundation’s extensive platforms, I hope to inspire the next generation to strive for excellence, stay strong and believe in how far competitive sports can take them.”
With a career that spans more than a decade, Faker is one of the stars given the opportunity to play in the 2026 Esports World Cup, and will lead his team to the national championship in the Esports Nations Cup later this year. There’s no sign that his playing career will end anytime soon, but this deal makes it clear that when that time comes, there will still be a huge demand for the knowledge and wisdom of one of the greatest players of all time.
This article was originally published on Forbes.com
