North American esports organisation 100 Thieves has signed with LA-based entertainment and sports agency Creative Artists Agency (CAA).
The agency will focus on the expansion of 100 Thieves content and media interests into new areas with additional revenue streams including digital content, talent, film, television, and podcasts. In addition to fielding professional rosters in League of Legends, VALORANT, and Fortnite, 100 Thieves has a YouTube channel approaching 1 million subscribers and a bustling merchandise division with more than a dozen apparel drops.
The organisation founded by Matthew “Nadeshot” Haag in November 2017 has grown into one of the most popular brands in esports. With an emphasis on gaming lifestyle and entertainment, 100 Thieves has attracted ownership interest from the likes of Drake, Scooter Braun, and Cleveland Cavaliers owner Dan Gilbert. The company has also cultivated key corporate relationships with Cash App, General Mills, Chipotle, Rocket Mortgage, and JBL.
Last week, Creative Artists Agency revealed its signing of ex-professional player and superstar streamer Tyler “Ninja” Blevins for representation.
Esports Insider says: It’s not surprising to see an organisation like 100 Thieves teaming up with an agency like CCA. Sure, every consumer-facing company is becoming a media company, but few are able to execute that as well as 100 Thieves. If anything, we’d expect this alliance to generate more high-grade content from the organisation.