More than a week after 100 Thieves CEO Matthew “Nadeshot” Haag appeared in a Super Bowl commercial for Rockstar Energy, the two companies announced a partnership on Twitter.
100 Thieves were previously tied to Red Bull who first signed with Nadeshot when he was still playing professional Call of Duty. Now, Rockstar Energy will serve as 100 Thieves’ official drink sponsorship. Rockstar first entered the esports scene last year when they sponsored Counter Strike: Global Offensive team Mousesports. Since then, they have stuck to influencers and other sponsorships outside of esports and gaming.
This sponsorship with Rockstar should not be confused with Mountain Dew AMP Game Fuel’s recent sponsorship of the Los Angeles Thieves. While 100 Thieves owns the LA Thieves, this sponsorship is for Call of Duty specifically.
Rockstar partnership continues 2021 sponsorship trend
Rockstar Energy joins the growing list of new partnerships in 2021. Since January, 100 Thieves have partnered with AT&T, GrubHub and OMEN PCs.The organization has closed some of the most impactful sponsorships in esports, with Cash App serving as the biggest example for helping build the team’s gaming compound.
They also regularly release jerseys sponsored by companies such as Chipotle, JBL and Cash App. Nadeshot even sported a Rockstar-branded 100 Thieves shirt alongside his gaming set up in the energy drink’s Super Bowl commercial. Outside of merchandise, the company uses sponsors to fund its content, with GrubHub recently sponsoring 100 Thieves’ latest League of Legends show, “Run it Down” with Moe “Yassuo” Abdalrhman.
Despite the four minute announcement video posted to Twitter, 100 Thieves haven’t revealed specifically what their new partnership with Rockstar Energy will involve.
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