Why limit lichess betting using price money from a sponsor?
It would be much more interesting seeing blockchain smart contracts incorporated in chess games. This way anyone could choose to play for 'coins'.
It seems like firstblood will use Ethereum contracts for gaming contracts.
https://steemit.com/firstblood/@jasonmcz/firstblood-the-esports-rewards-platform-built-on-ethereum-gets-down-to-business-with-white-paper-release