Rockstar Energy Drink, in a bid to align itself with the cultural zeitgeist that is esports, today announced their new partnership with 100 Thieves, the North American lifestyle brand and gaming organization. Rockstar aims to further “its immersion into the gaming world and alignment with cultural leaders.” While financial details were not released, this partnership is a one-year deal for 2021.
Fans of 100 Thieves and Rockstar Energy Drink may have noticed the cameo appearance that current 100 Thieves Founder and CEO Matthew “Nadeshot” Haag made during Rockstar’s recent Super Bowl ad (pictured) that was narrated by Lil Baby, an American rapper, singer, and songwriter. This was the first television commercial for Rockstar Energy Drink during a Super Bowl.
Haag is a former Call of Duty World Champion and now content creator who has turned 100 Thieves into a premium lifestyle and gaming destination for fans that combines entertainment, fashion, and competitive esports. The 100 Thieves collective has more than 95M fans across all team and content creator accounts.
According to Rockstar, Nadeshot and the wider 100 Thieves team will become primary faces for Rockstar Energy in 2021. The deal is a category-exclusive partnership looking to entertain fans throughout the year, “delivering original social content and interactive experiences to inspire gamers to reach their next level.”