Safello makes esports debut as official sponsor of Swedish Cup

Nordic cryptocurrency exchange Safello has confirmed its sponsorship of Counter-Strike 2 event, the Swedish Cup (Svenska Cupen), this November.

This partnership marks the firm’s official entry into the esports industry. According to an official press release, the sponsorship is designed to engage with the tournament’s live audience. 

Traditionally focused on serving retail and institutional investors, Safello is now targeting a tech-savvy, mobile-first audience to boost brand awareness and drive app engagement.

Launched in 2022, the Swedish Cup is reported to be Sweden’s largest national CS2 esports tournament. The Counter-Strike 2 (CS2) competition will conclude with a live-streamed, offline finals weekend in Stockholm in mid-November 2025. The event features a grand prize pool of SEK 300,000 (~£23,975).

Emelie Moritz, CEO of Safello, commented: “Joining as a sponsor to the Swedish Cup is really exciting for us.

“The esports audience is tech-savvy and digitally oriented, and those are values that drive the crypto market forward. We look forward to being visible in the Swedish Cup channels and introducing our brand and services to a new target group.”

Safello’s sponsorship of the Swedish Cup comes just days after announcing an exclusive partnership with the event’s organiser, Fragbite Group.

Fragbite, one of Sweden’s leading gaming and esports companies, recently named Safello its Preferred Partner for Bitcoin (BTC) and crypto trading services after establishing its BTC treasury back in July.

The company’s treasury currently holds approximately 19.75 BTC. Its stated objective is to expand these holdings to 100 BTC by the end of the year. 

This corporate move toward digital assets is part of a broader trend. In recent weeks, a growing number of firms have integrated cryptocurrency into their treasury management strategies. 

For instance, the Nasdaq-listed entity Allied Gaming & Entertainment announced an initial investment in Bitcoin in September. In the same vein, NIP Group has adopted Bitcoin mining as an alternative method for accumulating BTC assets for its reserves.