North American esports organisation 100 Thieves has announced a partnership with sandwich chain Subway.
Subway will become the Official Sandwich of the LA-based organisation and the marquee sponsor its LCS League of Legends team, alongside other team jersey logo placements.
The two parties will collaborate to overhaul the team’s California training facility ahead of the League of Legends Championship Series (LCS) Summer Split, which commences on June 1st. The LCS is the top-flight League of Legends league in the US and Canada.
100 Thieves said in a release that the overhaul will give the team ‘a competitive edge’ ahead of the split, which sees the top three teams qualify for the League of Legends World Championship.
In addition to supporting the 100 Thieves’ League of Legends roster, the Subway logo will also appear on the jerseys of the organisation’s Apex Legends and VALORANT teams.
Subway continues to expand its presence within the esports industry. In May, the chain joined forces with German esports organisation Berlin International Gaming (BIG) to host a community CS:GO tournament for the German esports market. Subway is also a major sponsor of British esports organisation Guild Esports, with whom it recently relaunched its Talent Series.
For 100 Thieves, Subway becomes the seventh partner of the organisation. In May, the organisation secured an extension of its existing partnership with international beer brand Heineken to support its projects highlighting the social aspect of gaming and esports.
Carrie Walsh, Chief Marketing Officer at Subway, spoke on the deal: “Whether they compete on the court, field or battle arena, Subway is proud to be a part of the success stories of the best athletes in all sports. The incredible competitors and creators at 100 Thieves are no different.
“They’ve grown up with Subway and we have fueled their success. It’s only fitting that Subway would step up to help 100 Thieves reclaim its rightful place at the top of the esports world.”
