What Is 100 Thieves

Overview

100 Thieves (abbreviated 100T) is an American lifestyle brand and esports organization headquartered in Los Angeles, California. The company was originally announced on April 18, 2016 by Matthew "Nadeshot" Haag, a former professional Call of Duty player and two-time X Games gold medalist, who transitioned from competing to building a gaming empire.

After an initial Call of Duty team was released in July 2016 following disappointing results, 100 Thieves entered a strategic hiatus. The organization's major breakthrough came in November 2017 when it received a multimillion-dollar investment from Dan Gilbert, the owner of the Cleveland Cavaliers and Quicken Loans. This significant backing allowed 100 Thieves to expand dramatically and become a full-fledged esports organization capable of competing at the highest levels across multiple competitive gaming titles.

How It Works

100 Thieves operates as a professional esports conglomerate that recruits elite players, builds competitive rosters, and competes in officially franchised leagues across multiple games. The organization manages talent, secures sponsorships, and maintains partnerships while operating under a comprehensive business model that combines team performance with lifestyle brand initiatives.

• Franchise Teams: 100 Thieves operates official franchise teams in three primary competitive games—Valorant Champions Tour (VCT), Call of Duty League (CDL), and Apex Legends Global Series (ALGS)—ensuring competitive presence in major esports ecosystems.
• Player Recruitment: The organization actively scouts and signs world-class professional players across multiple titles, building rosters designed to compete for regional and international championships and prestigious tournament trophies.
• Content Development: Beyond competitive play, 100 Thieves functions as a lifestyle brand, producing content, merchandise, and media that extends the organization's reach beyond traditional esports audiences and builds community engagement.
• League Partnerships: The organization maintains official franchise status in multiple esports leagues, granting them spots in seasonal competitions with guaranteed participation in major tournaments and revenue-sharing opportunities.
• Multi-Title Strategy: Rather than focusing exclusively on a single game, 100 Thieves diversifies across numerous titles including Counter-Strike 2, Rainbow Six Siege, and Marvel Rivals, maximizing competitive opportunities and audience engagement.
• International Collaborations: The organization actively pursues global partnerships, including recent collaborations with international esports organizations like Japan's Crazy Raccoon to expand brand reach and competitive opportunities.

Key Details

100 Thieves' most significant competitive milestone came when the Los Angeles Thieves defeated Atlanta FaZe to win the 2022 Call of Duty League World Championship, marking the organization's first-ever world championship victory. This victory solidified 100 Thieves as a legitimate contender in professional esports and validated the organization's investment in top-tier talent and coaching infrastructure. The organization continues to pursue championships across its multiple divisions while maintaining growth through strategic partnerships and brand collaborations.

Why It Matters

• Esports Industry Leadership: 100 Thieves represents one of the most successful and well-funded esports organizations in North America, demonstrating how professional sports owners like Dan Gilbert view esports as a legitimate investment sector with long-term growth potential and revenue streams.
• Multi-Game Ecosystem: By maintaining competitive presence across four major titles simultaneously, 100 Thieves illustrates the modern esports organization model that capitalizes on multiple audiences, revenue streams, and sponsorship opportunities rather than relying on a single game.
• Creator and Lifestyle Brand:**100 Thieves transcends traditional team structures by functioning as both a competitive powerhouse and lifestyle brand, selling merchandise, producing content, and building community engagement that extends beyond competitive gaming itself.
• Player Development Pipeline: The organization invests in developing emerging talent while also recruiting established stars, contributing to overall competitive ecosystem growth and creating pathways for aspiring professional gamers to reach the highest levels of competition.
• International Expansion: Through partnerships like the Crazy Raccoon collaboration, 100 Thieves demonstrates how North American esports organizations are increasingly pursuing global strategies to access new markets, player talent pools, and audience demographics.

100 Thieves' continued growth and success across multiple esports titles demonstrate the viability of diversified esports organizations in a maturing competitive gaming landscape. The organization's ability to attract major investment, win championships, and build a recognizable brand beyond traditional team structures positions it as a model for how professional esports organizations can achieve long-term sustainability and growth in an increasingly competitive industry.