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 is a Los Angeles-based gaming lifestyle company built around esports teams, creator media, apparel, live/community events, and owned gaming brands. Its official site describes the company as a premium lifestyle brand for the gaming generation, with 100 Thieves Apparel and Higround as the visible commerce brands; LinkedIn lists the company as privately held with a Los Angeles headquarters and 51-200 employees. The company has disclosed $120 million of venture funding through its 2021 Series C, which Forbes reported valued the business at $460 million.

The company is no longer just an esports roster operator. Its model combines competitive teams, creators, sponsorship activations, ecommerce drops, and brand collaborations with companies such as adidas Originals, Lexus, AT&T, Oakley, Razer, State Farm, and Philips. After the esports-market reset, 100 Thieves spun out Juvee and its game-development studio and refocused on esports, apparel, and sponsorships, which makes the current company leaner and more commercially focused than the venture-expansion version of 2021-2022.

For sellers, 100 Thieves should be read as a consumer media and commerce buyer with a strong Los Angeles event footprint rather than a conventional software startup. Revenue opportunities cluster around merchandise sell-through, sponsor integrations, creator distribution, fan/community events, team operations, and commerce infrastructure. The historical valuation shows brand strength and investor backing, but current budget qualification should be based on active sponsorship, apparel, and esports priorities.

Sources:100 Thieves — About100 Thieves — LinkedIn company profileForbes — 100 Thieves 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 earns from a mix of brand partnerships, sponsorship activations, ecommerce apparel, esports participation, creator/media distribution, and owned or affiliated gaming products. The official partners page shows a sponsorship-led commercial surface, with Lexus, AT&T, Oakley, Razer, State Farm, and Philips visible as partners and a direct call to contact partnerships. Its apparel business sells limited and seasonal 100 Thieves collections, while Higround adds gaming keyboards and peripherals to the commerce mix.

Pricing is not a subscription model; it is campaign-, commerce-, and event-driven. Apparel prices vary by drop and collaboration, while sponsorship packages are negotiated around content, creators, event activations, team inventory, social distribution, and brand credibility with gaming audiences. Vogue Business reported that 100 Thieves historically generated large merchandise demand from drops, while Digiday reported that the company later refocused on sponsorships and esports after diversifying too broadly.

Growth depends less on adding software seats and more on fan attention, creator reach, brand-fit partnerships, and repeatable merchandise demand. A vendor selling into 100 Thieves needs to map the offer to one of those revenue loops: higher conversion on drops, better retention of customers or fans, more measurable sponsor ROI, stronger event execution, lower creative-production cost, or better data across creators and commerce.

Sources:100 Thieves — Our Partners100 Thieves — AboutDigiday — sponsorship rebound

Who leads 100 Thieves?

100 Thieves is founder-led publicly by Matthew "Nadeshot" Haag, while Jacob Toft-Andersen, Julie Van, and Jason Ton were identified in 2024 leadership updates as the operating executives after John Robinson moved to an advisor role.

Sources:Jacob Toft-Andersen — leadership transition postDigiday — 2024 leadership changes100 Thieves — About Matthew Haag

How do you contact 100 Thieves' leadership?

100 Thieves does not publish verified personal executive email addresses in the reviewed sources. Use public routed channels: customer/apparel and accessibility requests go to support@100thieves.com, privacy/data requests go to privacy@100thieves.com, and partnership inquiries are routed through the official partnerships page rather than guessed personal emails.

• 100 Thieves Customer CareApparel, account, and accessibility supportsupport@100thieves.com
• 100 Thieves Privacy TeamPrivacy and data-rights requestsprivacy@100thieves.com
• 100 Thieves Partnerships TeamBrand partnership inquiries via official partners pagesupport@100thieves.com

Sources:100 Thieves — Accessibility contact100 Thieves — Privacy policy contact100 Thieves — Our Partners

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.

100 Thieves has disclosed $120 million across three major venture rounds. The first major financing was a 2018 Series A of more than $25 million led by Drake and Scooter Braun with participation from investors including Dan Gilbert, Sequoia, Ludlow Ventures, Courtside Ventures, WndrCo, Marc Benioff, Drew Houston, Green Bay Ventures, Tao Capital, and Advancit Capital.

The company raised a $35 million Series B in July 2019 led by Artist Capital Management, with Aglae Ventures also participating; TechCrunch reported that the raise brought 100 Thieves' valuation to about $160 million. In December 2021, Forbes reported a $60 million Series C led by Green Bay Ventures at a $460 million valuation, bringing disclosed funding to $120 million.

No newer priced financing was found in the reviewed public sources. That matters because esports valuations and budgets reset after 2021: The Verge reported a 2023 layoff and spinout of Juvee and the game-development studio, while Digiday later described a refocus on esports and sponsorships. Treat the $460 million valuation as the last disclosed historical mark, not proof of current budget capacity.

Sources:PR Newswire — Series ATechCrunch — Series BForbes — Series C

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:100 Thieves — About/historyThe Verge — 2023 refocusDigiday — 2024 sponsorship and leadership reset

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