100 Thieves signed an agreement with Rockstar Energy

Rockstar Energy Drink, in a bid to join the cultural zeitgeist that is esports, announced a partnership with esports organization 100 Thieves.

100 Thieves was previously associated with Red Bull, which first signed with Nadeshot while their team was still in Call of Duty. Rockstar Energy will now be the Official Sponsor of 100 Thieves. Rockstar first entered the esports scene last year when it signed an agreement with the Mousesports organization. The company has since become attached to influencers and other sponsors outside of esports and gaming.

Fans of 100 Thieves and Rockstar Energy Drink may have noticed the cameo that current 100 Thieves founder and CEO Matthew “Nadeshot” Haag made during the recent Rockstar Super Bowl commercial. It was the first ever television commercial for a Rockstar energy drink during the Super Bowl.

Haag is a former Call of Duty World Champion and now a content creator who has transformed 100 Thieves into a premium lifestyle and gaming brand that combines entertainment, fashion and professional esports.

According to Rockstar, Nadeshot and 100 Thieves will be the main faces of Rockstar Energy in 2021. This deal is an exclusive partnership aimed at keeping fans entertained throughout the year