9z eliminated The MongolZ on Monday to secure a spot in the IEM Cologne playoffs. But the real story at this year's event might be what's not on the jerseys: crypto sponsors have effectively disappeared from esports' biggest stage, replaced by traditional brands chasing a more stable image.
9z pulls off the upset
The Argentine squad took down The MongolZ in a decisive match, booking their place in the playoff bracket. It's a strong run for 9z, but the bigger shift is happening off the server.
Where the crypto logos went
Just a year ago, IEM Cologne was plastered with names like FTX, Crypto.com, and Bybit. This year? Nearly none. Traditional sponsors — energy drinks, hardware makers, auto brands — have filled the void. The change isn't subtle. Esports organizers are clearly prioritizing long-term partnerships over the quick cash that crypto sponsors once brought.
A play for credibility
The retreat lines up with growing regulatory pressure on crypto advertising globally. The U.S. SEC, European regulators, and several Asian watchdogs have tightened rules around crypto endorsements, especially in sports and esports. Organizers don't want to be caught in a scandal. Crypto logos come with reputational risk that traditional sponsors don't. It's a straightforward business decision: stability over hype.
The IEM Cologne playoffs continue this week, and the absence of crypto branding will be visible to anyone watching. For an industry that once spent millions on esports visibility, the silence is deafening.
