The UK bookmaker, Betway, has become the official betting partner of the ESL One Cologne Counter-Strike: Global Offensive tournament, and the children’s TV channel Nickelodeon invest in Super League Gaming.

The esports betting industry received a boost this week after the ESL One Cologne event team announced the UK bookmaker Betway as their official betting partner. The partnership allows the event to broadcast live odds for the first time.

ESL One Cologne is marketed as the biggest Counter-Strike: Global Offensive (CS:GO) tournament in the world. 16 of the world’s greatest teams converge at the LANXEES Arena, the home of the Cologne Sharks ice hockey team, to try and win their share of the $250,000 prize pool. The event has already sold 12,000 tickets showing the staggering popularity of the event.

Betway is amongst a host of bookmakers with an esports Sheriff’s Deputy badge pinned to their chest, hoping to one day exchange it for one bearing the word Sheriff. In 2015, they launched a dedicated esports betting spin-off, and CS:GO action is amongst their most popular esports offerings.