100 Thieves signs with Creative Artists Agency. North American esports organisation 100 Thieves has signed with LA-based entertainment and sports agency Creative Artists Agency (CAA).
CAA will focus on 100 Thieves’s content expansion and media interests, looking into additional revenue streams including digital content, talent, film, television, and podcasts. In addition to fielding professional rosters in League of Legends, VALORANT, and Fortnite, 100 Thieves has a YouTube channel with close to 1 million subscribers and a bustling merchandise division with over a dozen apparel drops.
100 Thieves was founded by Matthew “Nadeshot” Haag back in November 2017. It has since grown into one of the most popular brands in esports. 100 Thieves has drawn ownership attention from Drake, Scooter Braun, and Cleveland Cavaliers owner Dan Gilbert with a focus on gaming lifestyle and entertainment. Cash App, General Mills, Chipotle, Rocket Mortgage, and JBL have all cultivated key corporate relationships with the brand.