100 Thieves secures Truly Hard Seltzer and Twisted Tea Hard Iced Tea partnerships

26 March 2021


North American esports organisation 100 Thieves has announced partnerships with Truly Hard Seltzer and Twisted Tea Hard Iced Tea.

Truly and Twisted Tea will collaborate with 100 Thieves on a range of activations across its platforms. This includes co-branded content, social challenges, livestreams and giveaways.

Credit: 100 Thieves

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As well as partnering up with the organisation, Truly will also sponsor Matthew ‘Nadeshot’ Haag’s golf-related content and video blogs, whilst Twisted Tea will sponsor a new cooking show.

Matthew Haag, 100 Thieves’ Founder and CEO, commented: “I’m truly excited about this partnership with Truly and Twisted Tea.

“We’re big hard seltzer and hard iced tea fans over here at 100 Thieves, and I’m also a big fan of anything that gets me on the golf course for work! We’re looking forward to creating fun content that both our audiences will love.”

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Following on from a successful gaming activation last year, Twisted Tea will also continue its partnership with 100 Thieves content creator, Jack ‘CouRage’ Dunlop.

100Thieves continues to expand its commercial portfolio, with the two brands joining the likes of Cash App, AT&T, Chipotle, Rockstar Energy Drink, and Dollar Shave Club.

Lesya Lysyj, CMO at The Boston Beer Company added: “100 Thieves is the gold standard when it comes to fresh, interactive content for the gaming community.

“A space we know our drinkers love, we’re eager to bring Truly and Twisted Tea to the large-scale gaming community with a stacked roster of talent to connect with fans in new ways.”

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Esports Insider Says: 100 Thieves continue to pave the way for its partnership deals in esports and the addition of Truly and Twisted Tea to its repertoire are a testament of that. These partnerships, in particular, already feel it will mutually beneficial to both the organisation and the brands.

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