Red Bull Gaming has locked in its role as the official energy drink partner of the IEM Cologne Major 2026, one of the biggest Counter-Strike 2 tournaments on the calendar. The event runs June 2 through June 21, 2026, features 32 teams competing for a $1.25M prize pool, and marks the fifth Major in the CS2 series.
What makes this interesting for crypto watchers isn’t the Red Bull deal itself, which involves zero blockchain technology or digital assets. It’s the company it’s keeping. CHEXX, a crypto-native betting platform, is also sponsoring the event, appearing on paiN Gaming’s team jersey for the duration of the tournament.
Two sponsorship worlds colliding in Cologne
The IEM Cologne Major returns to the Lanxess Arena after a decade-long absence from the iconic venue. Red Bull’s activation at the event goes beyond slapping a logo on the analyst desk. The brand is rolling out energy drinks at concession stands, a live DJ set, and a mechanical bull. Commentators and tournament staff will also have Red Bull products on hand throughout the nearly three-week competition.
On the other side of the sponsorship ledger sits CHEXX, which will promote its crypto-focused betting services to the tournament’s audience. The platform’s jersey sponsorship with paiN Gaming represents the kind of deal that would have seemed outlandish just a few years ago but now barely raises an eyebrow.
