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The untold truth of 100 Thieves Gaming

The global esports scene is jam-packed with viable teams like Team Liquid, Cloud9, Fnatic, FaZe Clan, Evil Geniuses, and more. The top-performing groups stand out from the competition by producing player lineups that excel in several major games. The best of the best also ascend the esports ladder by grabbing top-ranking placements during championship tournaments and garnering the attention of major companies looking to link up for sponsorship deals.

One of the most prominent esports crews is none other than 100 Thieves (also known as "Hundred Thieves" or "100T"). Founded by former OpTic Gaming Call of Duty captain Matthew "Nadeshot" Haag, 100 Thieves has achieved greatness through its pro gaming and lifestyle clothing brand ventures. 100 Thieves' hunger for victory has pushed them towards earning top honors in premier tourneys for Call of Duty, Fortnite, and League of Legends. Besides gaming, 100 Thieves has increased its exposure via podcasting, partnerships with multi-million-dollar companies and celebrities, and limited edition apparel drops. Things are certainly looking up for this crucial esports alliance.

If you're interested in learning more about 100 Thieves' early origins, its biggest financial co-signs, and more, you've come to the right place.

100 Thieves' Founder and CEO once led a pro Call of Duty team

Matthew "Nadeshot" Haag helps keep 100 Thieves' day-to-day operations running smoothly since he knows a thing or two about being a part of an esports association. He and his friends originally played on an esports platform called GameBattles. Thanks to his mastery of Call of Duty 4: Modern Warfare, he garnered the attention of OpTic Gaming and its CEO Hector "H3CZ" Rodriguez, who went on to give Nadeshot an opportunity to play under his organization's banner. 

Haag's first run with OpTic Gaming got him voted off the competitive side of things. He stayed on with OpTic Gaming as a content creator before later rejoining the competitive team and getting the chance to make a big splash during a 2011 Call of Duty: Modern Warfare 3 tourney. Thanks to Nadeshot's inclusion, OpTic managed to attain victory.

Nadeshot eventually earned the opportunity to lead Optic Gaming as its captain. This change within the group's hierarchy occurred once former captain Will "BigTymeR" Johnson stepped into a coaching role. Under Nadeshot's leadership, OpTic achieved glory by grabbing an X Games gold medal and a Call of Duty World Championship.

100 Thieves claims to have the largest esports team facility in the U.S.

Major esports companies are known for housing players within a state of the art spaces that helps them train as a unit. Teams such as Fnatic, Cavs Legion GC, Complexity Gaming, and Oh My God own such grand facilities. Not to be outdone, 100 Thieves opened its own massive headquarters — the 15,000 square foot Cash App Compound. Thanks to a fruitful sponsorship deal with Cash App, 100 Thieves was able to bring this Los Angeles, California-based facility into existence.

The Cash App Compound officially opened its doors in January 2020 and quickly earned the honor of being known as the largest esports team facility in the United States. The Cash App Compound reportedly cost a grand total of $35 million to construct. Within its walls lies spaces meant for team training, live streaming, content creation, apparel design, and the storefront sales of 100 Thieves' clothing drops. 

The compound even has rooms named after the team's many sponsors, such as the Totino's Fortnite Training Room and the Rocket Mortgage League of Legends Training Room. The Cash App Compound is the physical embodiment of 100 Thieves' penchant for success and financial prosperity.

100 Thieves' President and COO previously worked for EA and Nexon

In 2018, 100 Thieves brought John Robinson on board as President and COO of the entire organization, an unsurprising move given his extensive experience helping large companies grow into more profitable entities. Robinson's career history includes time at Electronic Arts (2006 – 2010), as the Co-Founder and CEO of Brothersport Games (2012 – 2014), as the Vice President and General Manager of Nexon Mobile (2014 – 2017) and as the EIR and Operating Partner for Bessemer Venture Partners (2017 – 2019).

During an interview with The Verge, Robinson likened 100 Thieves' business operations to three organizations — the Los Angeles Lakers, Barstool Sports, and Supreme. With the group's focus on esports competition, content creation, and its own clothing development/retail efforts, Robinson's company descriptions ring true. 

Some of the other individuals with major positions in 100 Thieves include Jackson Dahl (Director of Business Development, Founding Team), Jacob Toft-Andersen (VP of Esports), and Doug Barber (VP of Brand and Apparel). Toft-Andersen once competed as a pro Dota 2 player and Barber previously worked for streetwear brand Reigning Champ.

100 Thieves' current lineup is not the original

Though 100 Thieves found its footing in 2017, the group made its first foray into esports in 2016. Drawing on his experience, Nadeshot put together a team to compete in Call of Duty, but the team soon dissolved due to less than stellar results. Then in 2017, Nadeshot appeared in a video and announced the triumphant return of 100 Thieves. 

Thanks to an investment from Cleveland Cavaliers owner Dan Gilbert, 100 Thieves' second lease on life began with far more hopes for success than before. 100 Thieves has grown to include teams that compete in the following titles: League of Legends, Fortnite, Counter-Strike: Global Offensive, and Valorant. Alongside Nadeshot, you'll find a lineup of fellow content creators officially associated with the 100 Thieves brand, each with their own YouTube channel.

To witness 100 Thieves come into existence, disappear and rise like a phoenix in the esports realm is certainly inspiring.

100 Thieves has partnered with some delicious brands

Chances are pretty high you've spotted a popular food brand front and center during a tournament live stream. It's also a safe bet one of those brands happens to either be Mountain Dew, Red Bull, or Nissin Cup Noodles. Esports organizations have also received their fair share of sponsorship deals with easily identifiable food labels and chains.

100 Thieves is definitely a part of the conversation when it comes to gaming teams enjoying more exposure due to sponsorship arrangements. In 2019, Totino's Pizza Rolls linked up with 100 Thieves in a partnership that saw the frozen pizza brand attach its name to an esports training facility. Plus, it put its branding behind a 100 Thieves miniseries called "Loot."

American fast food chain Chipotle also joined forces with 100 Thieves. This deal gave fans the chance to order special meals created by Nadeshot and popular Twitch streamer BrookeAB. Besides delicious pizza rolls and burritos, 100 Thieves has partnered with other notable companies, including JBL (high-end audio products), NZXT (PC gaming hardware), Elgato (streaming tech), and Secret Lab (gaming chairs).

100 Thieves' clothing doesn't stay on shelves for long

100 Thieves dabbles in the world of company-branded merchandise and these highly sought after items come in the form of apparel collections. The group's branding has become synonymous with esports, but it's also morphed into a cultural phenomenon thanks to the clothing items it appears on.

Jerseys and classic sportswear make up the bulk of the apparel 100 Thieves produces for its dedicated fanbase. Its clothing lineups tend to be featured within exclusive collections, such as the 2020 Jersey Program, the 2020 Numbers Collection, the 2020 Alternate Jersey, the Spring 2019 Collection, and the Summer 2019 Collection.

In May 2019, 100 Thieves announced the drop of its Spring Collection and set the world ablaze. According to Twin Galaxies, the Summer 2019 Collection brought in more than $500,000 in the five minutes after it became available online. As for the 2020 Numbers Collection, fans came out to the Cash App Compound to purchase it from 100 Thieves' first-ever retail storefront. To the surprise of no one, that lineup sold out on the day of release.

Nadeshot once hosted one of the top gaming podcasts

Podcasting is another form of entertainment that 100 Thieves has its hands in. At one point, Nadeshot sat in the host's chair for a Rocket Mortgage-sponsored series called Selfmade with Nadeshot. On this podcast, Nadeshot regularly interacted with big-name personalities within the world of gaming and outside of it. Previous guests include Riot Games co-Creator Marc Merrill, actress/writer/producer Felicia Day, entertainment executive Scooter Braun, and content creator Justine "iJustine" Ezarik. Selfmade with Nadeshot ended up on the iTunes charts as one of the top-rated video game podcasts of 2019.

Not one to rest on his laurels, Nadeshot went on to lend his podcasting talents to another 100 Thieves branded production. The CouRage and Nadeshot Show (presented by 100 Thieves' partner Cash App) has adapted the same concept that Nadeshot's previous podcasting venture centered on. Alongside fellow 100 Thieves content creator Jack "CouRageJD" Dunlop, Nadeshot speaks to all sorts of entertainment personalities about anything and everything. The two hosts also speak on gaming's hottest topics, such as the supposed beef between content creators Ninja and Tfue. 

Both Selfmade with Nadeshot and The CouRage and Nadeshot Show point to 100 Thieves' penchant for delving into different avenues of content.

100 Thieves has created multiples YouTube series

On 100 Thieves' official website, you'll find a brief description of Nadeshot and the esports company he helps lead. One section alludes to his father being his biggest inspiration and the one who instilled in him an important life lesson — that nothing in life comes easy. That life lesson eventually birthed the motto 100 Thieves lives by to this day: "Take what's not given."

With that motto in mind, 100 Thieves introduced its fans to a web miniseries in 2018 called What's Not Given, which documented the journey of its League of Legends 100 Thieves Academy roster. This nine-episode web series provided viewers with an inside look at individual players' lives and what it takes for an esports team to stay in top form.

100 Thieves' YouTube series productions also include a show called The Heist, which documented the team's NALCS (North American League of Legends Championship Series) 2018 season. The group's official YouTube channel plays host to a number of high-quality shows that cover its growth within the highly competitive games it specializes in. Judging by one of 100 Thieves' job listings, it looks like its prepared to go even bigger with its own comedy TV show.

Notable streamer "Hiko" was 100 Thieves' first Valorant signing

Valorant, a tactical first-person hero shooter from the developers of League of Legends, launched in June 2020 and has since garnered a viable esports scene. 100 Thieves is putting together a team of Valorant players in a bid to make a big splash once the game's official competitions kick-off. Its first signee was none other than one of the most recognizable Valorant streamers known worldwide, Spencer "Hiko" Martin.

During one of his streams, Hiko announced his decision to join 100 Thieves and take on the responsibility of picking the best players for his new team's Valorant squad. While Hiko is known for being a dedicated Counter-Strike: Global Offensive player, this new development makes it pretty clear he'll need to focus on becoming even more of an expert Valorant player.

Hiko's been a part of major esports groups before — his Counter-Strike: Global Offensive talents afforded him the opportunity to play for Team Liquid and Rouge. His skills in that FPS saw him notch a second-place ranking at ESL One Cologne 2016 while under Team Liquid. Whoever Hiko chooses to join him on 100 Thieves' Valorant team will likely turn heads.

Two music industry bigwigs have a major stake in 100 Thieves

100 Thieves quickly became an esports powerhouse during its 2017 return thanks to a massive financial contribution from Dan Gilbert. Once 2018 rolled around, two more well-known personalities added to the team's widening funding pot. At the close of its Series A funding round, 100 Thieves announced Drake and Scooter Braun helped complete it. 

Thanks to the $25-million they contributed to, Drake and Braun joined the 100 Thieves company board as co-owners. It's pretty wild to think Nadeshot sits on the company board alongside an NBA team owner, one of the world's top rappers, and a major music industry executive.

In 2019, 100 Thieves racked up even more investments during its Series B funding round. While no celebrity names popped up during this instance, two top-performing companies ended up investing $35-million into the organization's continued growth. Those companies are growth investment firm Artist Capital Management and Aglae Ventures. It's worth noting that Aglae Ventures is part of Groupe Arnault, the controlling shareholder for Louis Vuitton Moet Hennessy.

At this point, 100 Thieves has pulled in a substantial amount of investments from stars and multi-million dollar firms. I the past is any indication, plenty more big-name celebs and businesses will join in on the fun.