The Esports World Cup landed in Paris this month, and it brought more than just competitive Valorant. France’s updated sponsorship rules now allow licensed cryptocurrency firms to appear on esports team jerseys, a regulatory shift that could reshape how digital asset companies engage with one of the fastest-growing entertainment sectors in Europe.
The tournament, running July 2 through July 12 at Paris Expo Porte de Versailles, features 16 Valorant teams competing for a $2 million prize pool. NRG Esports punched its ticket to the semifinals on July 9 with a 2-1 victory over Gentle Mates, joining 100 Thieves, Nongshim RedForce, and BBL Esports as the final four standing.
Why the Esports World Cup left Riyadh
This is the first time EWC has been held outside Saudi Arabia’s capital. Organizers cited regional instability in the Middle East as the reason for relocating to Paris.
The broader EWC 2026, spanning July 6 through August 23 across multiple esports titles, now operates under French and EU frameworks. France’s new regulations permit licensed crypto firms to sponsor esports team jerseys. Direct token interactions with fans remain heavily restricted, meaning crypto companies can put their names on the jerseys but cannot engage audiences with token distribution at venues.
