100 Thieves: Where Competitive Gaming, YouTube Streaming, and Apparel Come Together

SparkAmpLab Editorial Team
September 8, 2020

100 Thieves is not a business you can describe easily in one sentence. That is because 100 Thieves isn’t your traditional company, and nothing like it has ever existed before.

100 Thieves is a gaming organization and premium lifestyle brand that offers Esports training, does content production, and sells its own apparel range. All of this happens at their new business headquarters in Los Angeles.

Esports is thriving, but it’s also largely an unknown business, with the mainstream media only recently starting to write about it. If you’re unsure what Esports is, you’re not alone. Gamesradar describes Esports as competitive level gaming with teams of people playing games against each other at a professional level with huge sums of money at stake.

Three-in-one 

100 Thieves was founded in 2017 by gaming legend Matt “Nadeshot” Haag, to reflect his past and passions. With 100 Thieves, he’s creating a truly unique company, bringing together Esports, entertainment, and apparel under one roof.

The company has earned its rightful place as one of the most influential Esports brands. In its first two years, 100 Thieves won multiple Esports major championships in Call of Duty and qualified for the League of Legends (LOL) and Fortnite World Championships. The team has scored two Call of Duty major championships and has secured Fortnite World Cup medals (winning over $2.7M) and Fortnite Championship Series wins.

Its latest conquest is a surprise win over Cloud9 in the LCS League of Legends competition. Their win ended a nine-game winning streak for Cloud9, although Cloud9 is still at the top of the league.

It is fitting that founder Matthew Haag has created an Esports company, seeing that he is a celebrated Esports athlete himself. He was a Call of Duty competitor, but came into his own when he was made captain of OpTic Gaming, which he led to an X Games gold medal and a Call of Duty World Championship for four years in a row.

When he stopped playing competitively, he put his energy into creating gaming channels on Twitch and YouTube and was so good at what he was doing that he was listed on Forbes 30 under 30 for his success as an entrepreneur and content creator.

The company is popular among gamers and gaming enthusiasts for its excellent gaming podcasts on iTunes. Its 100 Thieves clothing range is repeatedly sold out through so-called apparel drops, which causes a frenzy amongst followers.

Largest Esports team facility in the U.S.

On January 22, 2020, 100 Thieves unveiled its purpose-designed headquarter building. A simple, black painted statement of a building, it has space for everyone in the organization: spaces for Esports training, video game live stream broadcasting, content production, fashion design, as well as a storefront for planned apparel drops.

"The 100 Thieves Cash App Compound is the product of our vision to build a new category of company - a lifestyle brand born from gaming," said Haag. 

Referred to as the 100 Thieves Cash App Compound, the 15,000 square feet building represents the first of its kind in terms of an Esports facility in the U.S. Four of the company’s Esports teams will train there. 

Traditionally, Esports teams train 24/7 from a dwelling where players live with each other. Esports businesses like 100 Thieves believe that they can provide a healthier environment for professional gamers by giving them a space dedicated to gaming practice. Other gaming companies are doing the same.

Cash App has partnered with 100 Thieves on a comprehensive sponsorship deal which covers the 100 Thieves headquarter building: ‘’The 100 Thieves Cash App Compound’’. The sponsorship deal also covers the Esports teams, the brand’s content, and its jersey, in addition to other major “partnership moments” throughout the year. 

Valued at $125 million

100 Thieves is valued at $125 million after a successful round of funding. This valuation shows rapid growth since its valuation of $90 million in October 2018, according to the New York Post

Altogether, the company has raised $60 million in funding, including a most recent Series B funding round led by Artist Capital Management.

The company boasts several high-profile investors including rap superstar Drake, music manager Scooter Braun, and Cleveland Cavaliers owner Dan Gilbert, the three of whom are co-owners alongside founder and CEO Matthew Haag. 

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