According to CRN, Broadcom launched its new invite-only VMware Cloud Service Provider program on November 1 immediately after ending the previous program on October 31. The $61 billion VMware acquisition is now driving monumental channel changes that excluded at least hundreds, possibly thousands, of former VCSP partners who weren’t invited back. VMware’s Ahmar Mohammad explicitly stated they want “larger and bigger partners who can put up a fight” and are encouraging remaining partners to acquire departing ones. Partners can no longer be both cloud service providers and resellers, while Broadcom also eliminated its white label model. Global channel chief Brian Moats emphasized that VMware now wants “very technical pre-and-post sales” partners who can drive VMware Cloud Foundation 9.0 implementation.
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The Great VMware Partner Purge
This isn’t just a program refresh—it’s a bloodbath for the VMware channel. When Broadcom says “invite-only,” they really mean it. We’re talking about potentially thousands of established partners suddenly finding themselves on the outside looking in. And here’s the thing: this isn’t accidental. VMware leadership literally said they want partners to “acquire the business of departing partners or buy them outright.” They’re deliberately creating consolidation pressure.
All-In Technical Demands
Brian Moats couldn’t be clearer about what Broadcom wants now: deep technical expertise around VMware Cloud Foundation. We’re not talking about basic resellers anymore. They want partners who can handle the entire VCF journey from design through implementation to ongoing management. Basically, if you can’t walk a customer through the whole private cloud platform lifecycle, you’re probably not making the cut. The focus on VCF 9.0 specifically means partners need to be current, certified, and deeply experienced.
Channel Model Overhaul
Killing the dual CSP/reseller model and eliminating white labeling represents a fundamental shift in how VMware goes to market. Partners now have to pick a lane—either you’re building services on VMware infrastructure or you’re reselling it, but you can’t do both. This creates immediate strategic decisions for existing partners. And for customers? Well, they’re going to see their options narrow considerably as many smaller providers get squeezed out.
What This Means for Everyone Else
For enterprises relying on VMware solutions, this could mean fewer choices and potentially higher prices as competition decreases. For the partners who made the cut? They’re looking at massive growth opportunities—if they can handle the technical demands. But here’s the real question: is Broadcom creating a more focused, higher-quality partner ecosystem or just thinning the herd to maximize revenue from fewer, larger players? The market will decide, but one thing’s certain—the VMware channel will never be the same.
