100 Thieves scores Heineken partnership extension

Heineken and 100 Thieves
Image credit: 100 Thieves

North American esports organisation 100 Thieves has extended its existing partnership with international beer brand Heineken.

As a result, the brand will continue supporting 100 Thieves across a number of projects to highlight and elevate ‘socialising in and around gaming’.

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In addition to supporting 100 Thieves’ The Courage and Nadeshot Show, Heineken branding will feature inside the organisation’s Los Angeles-based facility. The creation of a themed bar will act as the location for future events as well as ‘lifestyle-related programming’. Details on the programming were not disclosed.

As the Official Beer Partner of 100 Thieves, the Heineken Silver brand will feature across future activations and programming.

Heineken is no stranger to the esports industry. In March 2023, the Heineken 0.0 brand was named the official beer partner of VALORANT Champions Tour (VCT) Americas and in June 2022, it landed a sponsorship deal with the Brazilian League of Legends Championship (CBLOL).

The beer brand is one of six partners on the 100 Thieves partnership roster. It includes the likes of automotive marque Lexus, multinational conglomerate AT&T, jeweller Tiffany & Co. and audio brand JBL.

John Robinson, President of 100 Thieves, spoke on the extension: “Heineken’s commitment to gaming culture is what makes them such a perfect partner for 100 Thieves.

“We are thrilled to extend our partnership with Heineken and are excited to share more incredible moments with 100 Thieves fans and gamers everywhere.”

Jonno Nicholson
Jonno is a Freelance News Writer for Esports Insider and has been part of the ESI team since 2019! His interests include the rapid rise of sim racing and its impact on the wider industry.