Team Falcons took the first map of the IEM Cologne Major 2026 grand finals with a convincing 13-8 victory over FURIA on June 21, 2026. The match, played inside Cologne’s LANXESS Arena as part of a best-of-five series, was a statement performance from the Saudi Arabian organization.
But for crypto observers, the more telling story is what wasn’t on the screen. Not a single blockchain, cryptocurrency, NFT, or Web3 sponsor appeared anywhere in the tournament’s branding. For an event with a prize pool estimated between $1.17 million and $1.25 million, that absence speaks volumes about where digital asset money stands in competitive gaming right now.
The FTX hangover, three years later
Rewind to 2021 and 2022, and crypto logos were plastered across every major esports event. FTX was the poster child of this era, throwing sponsorship dollars at everything from League of Legends circuits to CS tournament series.
Then FTX collapsed. By 2026, the correction is complete. Traditional gambling brands have stepped in to fill the void left by crypto companies, becoming the dominant sponsorship force at events like IEM Cologne.
