100 Thieves, which is one of the fastest growing brands in Esports, has caught the attention of Grammy-winning artist Drake and Entrepreneur Scooter Braun, as the two set to venture into the hot commodity of esports.
— 100T Nadeshot (@Nadeshot) October 23, 2018
The organisation, created by professional gamer Matt “Nadeshot” Hagg, was initially an apparel line, which in 2017, with the multi-million dollar backing from NBA team Cleveland Cavaliers has already become a huge brand in the span of just over a year, with 12 employees and about 35 players and coaches.
Drake is known to have a keen interest in esports, which was evident after his fortnite stream with popular streamer Ninja broke the Twitch record for the most concurrent viewers in a single stream. Scooter Braun was thrilled by his interest.
He has a clear vision for where esports is going and how to build an amazing brand within it, and that’s why I wanted to bet on him and 100 Thieves.
They are one of the first orgs to have tapped into competitive Fortnite, while their LOL roster was able to get a second-placed finish in the first split, along with a trip to the World Championships. Their CSGO squad, however, was a failure, as they dropped the Brazilian roster they had picked without playing a single match, after kNgV was accused of using offensive and inappropriate language on Twitter.
With this investment, the total seed funding now stands at $25 million, as the funding will go toward acquiring new talent, expanding their esports avenues as well as building on their apparel line.