100 Thieves joins Dude Perfect and Barstool sports to partner with PGA Tour 2K23

Image: PGA Tour 2K23

Los Angeles-based gaming and esports organisation 100 Thieves has announced a partnership with American publisher 2K for PGA Tour 2K23.

The organisation will join YouTube sports influencers Dude Perfect and Barstool Sports, a sports and pop culture platform, to collaborate on apparel and introduce well-known personalities to the game as playable characters.

Players will soon be able to equip in-game 100 Thieves apparel and Dude Perfect gear as a result of the deal. Coming later this Autumn, 100 Thieves’ CEO and Founder Matthew ‘Nadeshot’ Haag will also make his debut in the game as a playable character. 

The collaboration marks 100 Thieves’ second activation with 2K’s PGA Tour franchise following Haag’s course design campaign last year called ‘Thieves Landing.’ According to the announcement, Haag plays PGA Tour casually and appeared in the 2022 advert for the game alongside real-life golfing star Tiger Woods.

The collaboration with 100 Thieves makes sense for the PGA Tour as it is looking to use the massive combined social reach of the Dude Perfect and 100 Thieves to increase publicity for the game. Together, the two brands have a significant following among 2K’s young target audience for the title.

100 Thieves are a well-reputed esports organisation with significant pedigree across a variety of competitive titles. Most recently, the organisation entered the North American Valorant Champions Tour as a partner team.

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Alongside competitive gaming collaborations, the organisation has proven its ability to engage young fans through more casual projects such as its NFT partnership.

The organisation is no stranger to partnerships with non-esports titles. Whilst pivoting away from developing multimedia content, 100 Thieves plans to develop its own video game alongside former Telltale Games CEO Pete Hawley, and also hosted rapper Lil Nas X in their Los Angeles headquarters for a music video promoting its League of Legends World Championship run in 2021.

Patrick Walker
Patrick is a freelance writer for ESI based in London, reporting on esports marketing and partnerships trends. He's currently playing VALORANT and Overwatch but always looking for the next big thing in competitive gaming.