OneTeam Partners acquires esports and gaming agency Theorycraft

North American professional athlete agency OneTeam Partners (OneTeam) has announced the acquisition of esports and gaming-focused advisory firm Theorycraft.

As part of the acquisition, Theorycraft’s Co-founders, Lauren Gaba Flanagan and Nathen McVittie, will be integrated into OneTeam.

oneteam acquires theorycraft
Credit: OneTeam / Theorycraft

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Gaba Flanagan joins as OneTeam’s Director of Strategy, McVittie as Director of Creative, and Bryce Blum will remain involved as a consultant.

According to the release, the trio’s experience within the gaming, esports, sports, and marketing industries will further bolster OneTeam’s gaming and esports businesses.

OneTeam Chief Product Officer, Henry Lowenfels commented: “After working with Theorycraft on successful projects such as the Madden Pro Bowl, we recognised their unique skillset and their ability to engage audiences in new ways. We are thrilled to add some of the best creative and strategic minds in the industry to OneTeam.”

Also leading OneTeam’s gaming business is Co-founder and former CEO of Splyce Marty Strenczewilk, as the firm’s Head of Competitive Gaming. Moreover, Devin Radford, formerly Disney Games and Interactive Experiences VP of Business Development, is currently the company’s Senior Vice President ofGames

OneTeam represents athlete’s commercial business interests across various North American players associations. The firm is backed by founding partners the NFL Players Association (NFLPA), MLB Players Association (MLBPA), and RedBird Capital Partners.

Gaba Flanagan was recently announced on the new Board of Directors of the North American League of Legends Players Association (LCS PA).

Prior to founding Theorycraft, Gaba Flanagan was the Director of Esports and Gaming at Edelman-owned marketing services agency United Entertainment Group. She worked on the launch campaign and promotional strategy for the inaugural season of the Overwatch League, via entertainment and sports agency CAA, as told in a 2019 interview with Esports Insider.
McVittie, the former Creative Director of Theorycraft, previously worked in-house at Bleacher Report, Leicester City FC, Saatchi & Saatchi, and the New York Cosmos. McVittie has consulted for major brands such as Activision-Blizzard, adidas, Arsenal FC, and Audi through his creative studio Common Goal.
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Blum is the founding partner of ESG Law, an esports law firm. Blum has represented multiple NBA teams in acquisitions of esports organisations, player rosters, and franchises in esports leagues.

Theorycraft launched in September 2019, counting Christopher ‘MonteCristo’ Mykles among its founding ranks, however after accepting a full-time position at esports org Cloud9, he left due to potential conflicts of interest, as reported by ESPN last June.

Esports Insider says: The addition of seasoned marketing, design, and law facilities to the OneTeam’s roster will make an impact, regardless. However, given the trio’s established reputations and niche expertise in the gaming and esports sectors, this acquisition equips the agency to hit the ground running further into the industry.

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