What is 100 Thieves?

What is 100 Thieves?

100 Thieves is a Los Angeles gaming organization that combines esports teams, creator content, apparel, and owned gaming-adjacent brands. It raised $120 million through 2021 and was valued at $460 million in its Series C.

100 Thieves was founded by Matthew "Nadeshot" Haag and built a hybrid model across competitive esports, lifestyle apparel, sponsorships, creators, and gaming culture. Its official site describes apparel, Higround, 100 Thieves Golf, and esports as core brand pillars, while its teams and creator network drive audience reach. The company has also been through resets, including layoffs and the spinout of Juvee and its game-development studio to focus on esports and apparel.

The company's scale is better measured through brand reach, esports slots, sold-out apparel drops, sponsorships, and funding history than through private revenue, which it does not disclose. Forbes reported the 2021 Series C at $60 million and a $460 million valuation, and startup databases commonly summarize total disclosed funding at $120 million. For sellers, 100 Thieves is a brand, media, commerce, creator, and esports account rather than a classic SaaS buyer.

Sources:100 Thieves aboutForbes Series C

What does 100 Thieves offer?

100 Thieves offers esports teams, gaming apparel, creator content, sponsorship inventory, and owned lifestyle or peripheral brands.

Sources:100 Thieves aboutThe Verge restructuring coverage

How does 100 Thieves make money?

100 Thieves makes money from sponsorships, apparel drops, ecommerce, esports revenue-share or prize opportunities, creator/media monetization, and owned brand partnerships.

100 Thieves does not publish a standard SaaS-style price list or private revenue. The visible model is a mix of limited apparel collections sold through ecommerce, sponsorship and activation inventory around esports/creators, team participation economics, content monetization, and brand extensions such as Higround. Apparel pricing varies by drop and SKU, so this profile does not invent average order value or gross margin.

The 2023 restructuring shows the company prioritizing core esports and apparel after experimenting with energy drinks and game development. Growth depends on audience loyalty, creator retention, league economics, brand-safe sponsorship demand, merchandise sell-through, and disciplined cost management in a volatile esports market. For vendors, likely budgets sit in ecommerce, creative, partnerships, operations, analytics, merchandise planning, and esports performance.

Sources:100 Thieves shop/aboutThe Verge restructuring

Who leads 100 Thieves?

100 Thieves' public leadership centers on founder Matthew "Nadeshot" Haag and operating leaders including President Jacob Toft-Andersen and COO Julie Van; public sources conflict on whether Haag remains CEO after stepping back from day-to-day content commitments.

Sources:100 Thieves aboutLeaguepedia 100 Thieves staff

How do you contact 100 Thieves' leadership?

100 Thieves does not publish verified personal executive emails in the sources reviewed. Use the official site and published business/social channels rather than guessed personal addresses.

• Matthew "Nadeshot" HaagFounderhttps://100thieves.com
• Jacob Toft-AndersenPresidenthttps://100thieves.com
• Julie VanChief Operating Officerhttps://100thieves.com

Sources:100 Thieves website100 Thieves about

How much funding has 100 Thieves raised?

100 Thieves has disclosed $120 million across three major rounds, most recently a $60 million Series C in 2021 at a reported $460 million valuation.

The major disclosed rounds are a $25 million Series A in October 2018 co-led by Drake and Scooter Braun with participation from Sequoia and other investors, a $35 million Series B in July 2019 led by Artist Capital Management, and a $60 million Series C in December 2021 led by Green Bay Ventures. Forbes reported the Series C valuation at $460 million, up from a $160 million post-money valuation around the Series B.

No newer priced private round was found in public sources reviewed through June 2026. The company has since restructured, laid off staff in multiple waves, and narrowed focus toward esports and apparel. That means the 2021 valuation should be treated as historical, not a current mark.

Sources:Forbes Series CTechCrunch Series B

How did 100 Thieves get here?

100 Thieves scaled quickly from creator-founded esports organization to venture-backed gaming lifestyle brand, then refocused after market pressure.

Sources:Forbes Series CThe Verge restructuring

Who are 100 Thieves' competitors?

100 Thieves competes with esports organizations, gaming creator networks, and gaming-lifestyle apparel brands.

Sources:100 Thieves aboutLiquipedia 100 Thieves