Official sports and esports partnerships are pulling back under weaker crypto markets and tighter scrutiny, while user-led prediction market activity around events such as IEM Cologne still draws millions.
Crypto sponsorship visibility is declining across sports and esports as digital-asset market turmoil and increased regulatory scrutiny weigh on official partnerships. Around major events, including World Cup-related coverage and IEM Cologne, organizers and brands appear less willing to pursue prominent crypto tie-ins. At the same time, crypto-linked activity has not disappeared: prediction markets tied to IEM Cologne are drawing millions, suggesting fan engagement is shifting from high-profile sponsorship deals toward decentralized, user-driven wagering tools.