AT&T has become the official 5G and fiber innovation sponsor of 100 Thieves, with plans for the two companies to co-create content to promote the telecom’s 5G network, among other collaborations that highlight both brands. AT&T describes it as an “organization-wide” and “multi-year” sponsorship.
Financial terms of the deal were not disclosed.
As part of the deal, AT&T’s branding will appear on all 100 Thieves jerseys and AT&T will serve as the presenting sponsor of the organization’s Valorant team, outfitting its training room at the Cash App Compound in Los Angeles with AT&T products and services.
AT&T and 100 Thieves will also team up to produce digital content and produce live events highlighting the telecom’s slate or products and services, with a focus on its 5G and fiber networks.
AT&T sponsors a number of teams and esports events, though the scope of those deals were diminished due to the COVID-19 pandemic in 2020. Cost recently, the telecom sponsored the all-women Valorant team Cloud9 White, the ESL Mobile open.
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