In spite of many esports companies' attempts to escape the pain of brands' shrinking marketing budgets, 100 Thieves' evolution shows how the industry remains dependent on advertising.
100 Thieves' renewed focus on sponsorships has already paid off, signing 23 new sponsors in 2024 and achieving a 75 percent renewal rate over the past twelve months.
After an ambitious, but abortive, effort to diversify its business in 2023, 100 Thieves refocused on brand partnerships in 2024, resulting in significant rise in sponsor interest.
Founded by former pro gamer Matthew Haag in 2017, 100 Thieves built a fan base in the millions through its popular creator-owners and streetwear-inspired aesthetic.
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