Polymarket Sponsors Aurora Gaming at IEM Cologne Major Quarters

Polymarket, the crypto prediction market, is now the main sponsor of Aurora Gaming, a Counter-Strike team that reached the quarterfinals of the IEM Cologne Major. The deal was announced June 10, roughly a week before the match. Aurora, ranked seventh globally, faces BetBoom Team (ranked 14th) in a best-of-three series on June 18.

BetBoom is a traditional sports betting operator. Polymarket lets users trade on event outcomes using crypto. The two sponsors sit on opposite sides of the esports betting business model.

Polymarket lists markets on IEM Cologne matches, including the quarterfinals. It now sponsors one of the teams playing those matches. The overlap created the kind of setup that regulators have flagged as a potential conflict of interest. The CFTC has previously questioned prediction markets that list events where the platform has a financial interest.

Aurora's roster includes MAJ3R, XANTARES, woxic, Wicadia and soulfly, with Fabre as coach. BetBoom fields Boombl4, d1Ledez, FL4MUS, Magnojez and zorte. The match is scheduled for 2 p.m. CET.

For the prediction market sector, the sponsorship serves as a test. If trading volume on esports contracts rises after the deal, other platforms may follow. If regulators begin to ask questions, operators may have to adjust disclosure practices.

Polymarket did not disclose the financial terms of the sponsorship. The company has raised over $70 million from investors including Paradigm and Sequoia Capital.