Techub News, citing CryptoBriefing, reported that the 2026 IEM Cologne Major has no blockchain, cryptocurrency or Web3 sponsors. The absence marks a clear change from the period when crypto companies held a visible position in esports sponsorship. For this event, traditional betting brands have taken the sponsorship slots that were previously dominated by crypto-related companies.
Crypto sponsors step back as the prize pool remains above one million dollars
The event’s total prize pool is approximately between $1.17 million and $1.25 million. The report compared the current sponsorship structure with 2021 and 2022, when crypto companies sponsored esports in large numbers. It stated that the trading platforms that have survived are now directing their budgets toward product development and compliance, rather than continuing large-scale spending on esports sponsorships.
Saudi-backed Team Falcons won the IEM Cologne Major. According to the report, the result reflects how Middle Eastern sovereign wealth is replacing crypto capital as a leading force in esports investment. The change in sponsorship composition shows that esports funding has shifted away from the exchange and Web3 brands that were prominent during the previous crypto sponsorship cycle, and toward traditional betting brands and capital linked to sovereign wealth.