G2 Esports sweeps Xi Lai Gaming as crypto sponsorships fade from esports
In brief
- G2 Esports won Upper Quarterfinals 2-0: Lotus 13-7, Ascent 13-1
- Crypto branding nearly absent from Valorant Masters London 2026 sponsorships
- Crypto exchanges and NFT platforms dominated esports spending in 2022-2023, now ended
The Match
G2 took control early. Lotus fell 13-7 in a display that never left Xi Lai Gaming in real contention. The second map turned decisive. G2 turned the second map into a masterclass, winning 13-1, cementing a clean series victory and advancing deeper into the bracket.
The Crypto Fade
What stood out wasn't the scoreline. It was what wasn't there.
The near-total absence of crypto branding at one of the year's biggest esports events marks a sharp reversal. Crypto exchanges and NFT platforms were among the most aggressive spenders in esports sponsorship in 2022 and 2023. FTX had its name on major league partnerships. Coinbase was sponsoring events. The money flowed freely.
That era has ended. G2 itself still carries a crypto connection—the org has a partnership with Betpanda, a crypto-based betting platform. But the visibility is muted. The sponsorship landscape has shifted. Industry funding strategies have recalibrated, and brand partnerships in esports reflect a more cautious stance toward crypto association.
Betting Still Active
Crypto's retreat from mainstream esports sponsorship hasn't killed derivative markets. Betting markets on platforms including Coinbase and Kalshi featured Valorant fixtures involving G2 and Xi Lai Gaming, with volumes reaching into the hundreds of thousands of dollars. G2's Betpanda partnership targets a specific demographic: competitive gaming fans already comfortable with crypto wallets and digital asset transactions.
The shift is real, though. Where crypto once plastered jerseys and arena signage, silence now dominates. Esports teams and leagues have diversified their revenue streams. Regulatory pressure, market cycles, and reputational concerns have all contributed to the pullback. Valorant Masters London 2026 simply made it visible.
