100 Thieves

100 Thieves
100 Thieves · Public domain · source
Name	100 Thieves
Founded	2017
Founder	Matthew "Nadeshot" Haag
Base	Los Angeles, California
Leagues	League Championship Series, Call of Duty League, Valorant Champions Tour
Arena	Esports Stadium Arlington
Colors	Red, Black, White
Partners	DraftKings, State Farm, Logitech, Cash App

100 Thieves is an American lifestyle brand, esports organization, and apparel company founded in 2017 by Matthew Haag (known online as Nadeshot) and backed by investors from Vince McMahon, Seth Rogen, to Drake and FaZe Clan affiliates. The organization fields professional teams across competitive gaming circuits including League of Legends, Counter-Strike, Call of Duty, and Valorant, while operating media studios, merchandise lines, and content creators connected to YouTube, Twitch, Instagram, and TikTok. Its growth intersects with franchise acquisitions, celebrity partnerships, and tournament success on stages like the League of Legends World Championship, Call of Duty League Championship, and Valorant Champions Tour.

History

Founded in 2017 by Matthew Haag after a professional career with OpTic Gaming and appearances at events such as the ESL Pro League and Major League Gaming, the organization quickly signed rosters and creators drawn from scenes including North America, Europe, and Brazil. Early investment rounds involved venture capital and celebrity backers with ties to a16z, Dexerto-adjacent talent, and entertainers such as Drake who had previously engaged with organizations like OVO Sound collaborations. The organization secured a franchise slot in the League Championship Series by purchasing a position tied to the franchising era inaugurated by Riot Games in 2017, then expanded into the Call of Duty League and Valorant scenes by acquiring and building rosters that contested majors like the Mid-Season Invitational and VCT Masters. Strategic hires included executives formerly of Activision Blizzard, Riot Games, and Nike, and training partnerships with facilities in Los Angeles and appearances at venues such as the Staples Center and Esports Stadium Arlington.

Esports Divisions

The organization's League of Legends roster competed in the League Championship Series and qualified for international events such as the World Championship and Mid-Season Invitational, fielding players from regions including South Korea, Germany, and Canada. Its Call of Duty team entered the Call of Duty League with city-based franchise ambitions and players who previously played for OpTic Gaming and Chicago Huntsmen. The Valorant division signed talent with histories at Team Envy, Sentinels, and Cloud9, contesting stages of the Valorant Champions Tour and accumulating LAN invitations to events like VCT Stage Finals. The organization has also hosted or participated in rosters for titles such as Fortnite, Apex Legends, and Counter-Strike: Global Offensive with players from esports institutions like Team Liquid, Evil Geniuses, and FaZe Clan.

Content and Media Operations

Content operations revolve around creators who publish on YouTube, stream on Twitch, and post to Instagram and TikTok, featuring personalities who previously collaborated with FaZe Clan, OpTic Gaming, and independent creators from Harmonix-adjacent entertainment. The company built in-house studios and production teams inspired by models used at Complex Networks, Vice Media, and Rooster Teeth, producing documentary-style series, behind-the-scenes content at events like the League of Legends World Championship, and lifestyle videos with guest appearances from entertainers such as Seth Rogen and musicians aligned with Drake’s circle. Partnerships with platforms like YouTube Gaming and services such as Discord aimed to create community hubs, while podcasts and interviews referenced figures from ESPN Esports, The Athletic, and mainstream outlets covering crossover collaborations.

Clothing and Merchandise

The apparel line blends streetwear aesthetics with esports branding, drawing design inspiration comparable to collaborations seen between Nike and Jordan Brand, or between Adidas and Yeezy. Capsule collections, limited drops, and collaborations involved artists and celebrities with ties to labels like OVO Sound and fashion collectives showcased at events similar to New York Fashion Week and ComplexCon. Retail strategies included online storefronts, pop-up shops in Los Angeles and New York City, and merchandise releases timed around competitive seasons such as the League Championship Series split finales and global tournaments like the World Championship.

Business and Ownership

Initial ownership was led by founder Matthew Haag with investment from venture funds and celebrity stakeholders from NFL and NBA ownership circles, including figures analogous to partners who invest across franchises like Golden State Warriors affiliates and entertainment investors known for funding startups in technology and culture. Corporate governance included executive recruitment from incumbents at Activision Blizzard, Riot Games, and fashion houses like Supreme-adjacent teams, while revenue streams combined sponsorship deals with brands such as State Farm, DraftKings, and Logitech, merchandising, prize winnings from events like the Call of Duty League Championship Weekend, and content monetization via YouTube and streaming platforms.

Controversies and Legal Issues

The organization faced public scrutiny over roster decisions, talent relations, and contractual disputes reminiscent of broader esports controversies involving entities such as Cloud9, Team SoloMid, and OpTic Gaming. Legal matters included disputes over ownership stakes and allegations that drew parallels to lawsuits seen in the esports industry involving Activision Blizzard-era contract disagreements and settlement negotiations similar to those filed in civil courts by former players and staff. Public response and regulatory attention paralleled industry debates led by bodies like ESL, Riot Games governance teams, and commentators from Dexerto and The Washington Post reporting on esports business practices.

Category:Esports teams