Coinbase and Bitget Enter Esports Arena as First-Ever Crypto Sponsors

Crypto companies Coinbase and Bitget made history as the first-ever sponsors at the Esports World Cup (EWC) 2026, which took place in Paris from July 2 to July 12. The EWC featured a total prize pool of $75 million across all disciplines, with $2 million allocated specifically to its Valorant segment.

Nongshim RedForce defeated BBL Esports 13-10 on Breeze to secure third place in the Valorant bracket, capping a strong playoff run for Nongshim. The match marked a notable shift in the EWC's hosting location, as Paris hosted the event instead of its usual venue in Saudi Arabia.

The inclusion of Coinbase and Bitget as sponsors was made possible by newly established French regulations that allow for greater cryptocurrency branding opportunities within esports events. Neither company used the EWC to promote specific tokens or launch trading products; their presence marked a pure branding effort.