Crazy Raccoon ends its final sponsorship and embraces a sponsor-free model

A major name in the Japanese esports scene, Crazy Raccoon, announced on August 31 the end of its last remaining partnership, a development described as a victory by its owner and representative director, Daichi Takano. Indeed, it was GALLERIA, a brand specializing in the sale of PCs and computer equipment in Japan and the organization’s last remaining partner, that first announced the end of the partnership on X, stating in particular: “We would like to express our gratitude for everything you’ve done so far, and we look forward to your continued success.”

“Actually, having zero sponsors was my goal,” Daichi Takano posted on X in response to the announcement. Initially taking a more humorous tone, he wrote, “We have zero sponsors! Honestly, I really don’t know what to do!" before adding, “I’m just going to keep pushing forward on my own path!” A path that was clearly planned and even expected by the owner of Crazy Raccoon, who added below: “More than anything, I’m just happy and fulfilled to have made it this far, so don’t worry about me!”

Founded in 2018, the Japanese organization is notably active in Overwatch, where it won a Major in 2024 and finished on the World Championship podium twice, in 2024 and 2025, in addition to winning the Brawl Stars World Championship in 2025. Alongside these two games, the club is also active in PUBG: Battlegrounds, Street Fighter, Apex Legends (through their partnership with 100 Thieves), and Fortnite, among others.

Instead of relying on the standard sponsorship model, which remains widespread and dominant in esports, Crazy Raccoon has found another solution: capitalizing on its own audience. The club claims more than 20 million combined followers across Twitter and YouTube among its 45 members, a pool that includes professional players, streamers, and VTubers.

Asked about the team’s philosophy, Daichi Takano explains that CR’s trademark is to never lose sight of “make gamers cool,” rather than just chasing sporting results. This approach led to the opening in June 2022 of the first merchandise store for a Japanese esports team in Shibuya, with an adjoining space equipped with more than 60 PCs, available free of charge upon registration.

The club even launched its own trading card game, Xross Stars, in 2025. The game features its players and streamers alongside talents from other agencies such as VSPO!, and has already reached its fifth expansion just one year after launch.

This independence is also largely built around paid events that have grown in scale every year, surpassing what T1 can achieve with its Homegrounds or Karmine Corp with its KCX events. The first CR FES, held in Makuhari in 2023, attracted 18,500 people. After a sold-out two-day 2024 edition at Saitama Super Arena, the club made a major statement in August 2025 by becoming the first esports team to take over the Tokyo Dome, where around 50,000 spectators attended out of a record capacity of 55,000.

The next chapter will be written on September 5 and 6, 2026, with “Crazy Raccoon Revive,” a new two-day event at Yokohama BUNTAI featuring VALORANT, Overwatch, and Street Fighter 6. The team will nevertheless continue to display sponsors during events, such as nosh and Scalp D Next Plus, which will accompany the event at CR Revive.