100 Thieves, a prominent American lifestyle brand and gaming organization, has garnered significant attention in the esports industry since its inception in 2017.
Founded by Matthew "Nadeshot" Haag, the organization has seen substantial growth and success in various areas, including competitive gaming, content creation, and apparel. This article delves into the ownership structure and history of 100 Thieves, exploring its founders, major stakeholders, and notable acquisitions or partnerships.
Founding and Initial Investments
100 Thieves was founded in 2017 by Matthew "Nadeshot" Haag, a former OpTic Gaming Call of Duty team captain, MLG X Games gold medalist, and 2014 Esports Athlete of the year.
In November 2017, the organization received a significant multimillion-dollar investment from Dan Gilbert, owner of the Cleveland Cavaliers and Quicken Loans, which allowed 100 Thieves to expand into a full-fledged esports organization.
Key Stakeholders
The ownership of 100 Thieves is comprised of key individuals who have played pivotal roles in its growth and development. These stakeholders include:
- Matthew "Nadeshot" Haag
- Dan Gilbert
- Drake
- Scooter Braun
- Rachell "Valkyrae" Hofstetter
- Jack "CouRageJD" Dunlop
Major Investments and Partnerships
Series A and Series B Funding
In October 2018, 100 Thieves completed their Series A funding round co-led by Scooter Braun and Drake, who both became co-owners after raising $25 million. Notable investors such as Sequoia Capital, Ludlow Ventures, and WndrCo also participated in this round.
Their subsequent Series B funding round in July 2019 was led by Artist Capital Management, raising $35 million.
This round included investments from Aglae Ventures and Groupe Arnault, the controlling shareholder of Louis Vuitton Moet Hennessy.
Acquisitions and Sponsorships
In March 2021, 100 Thieves secured a sponsorship deal with Truly Seltzer and Twisted Tea. This marked a strategic move to further solidify the organization's presence in the industry. The acquisition of gaming peripheral company Higround in October 2021 also exemplified the organization's strategic expansion into related sectors.
Business Restructuring and Layoffs
The history of 100 Thieves is not without its challenges. In January 2023, around 30 employees, including several lead staff members, were laid off.
In November 2023, the organization announced a 20% reduction in its workforce, affecting employees at its game studio and energy drink brand.
As a result, these business units would be spun off as separate companies to refocus on esports and apparel.
Expansion and Diversification
100 Thieves has expanded its operations into various gaming titles, including Call of Duty, League of Legends, and Valorant.
The organization currently operates three franchise teams in the League Championship Series (LCS), Valorant Americas League, and Call of Duty League, branded as Los Angeles Thieves. This strategic expansion has contributed to the organization's growing influence in the esports industry.
To conclude
100 Thieves, under the leadership of Matthew "Nadeshot" Haag and with the support of key stakeholders, has established itself as a significant player in the esports and lifestyle industry.
Despite facing challenges such as layoffs and business restructuring, the organization continues to pursue ambitious goals, including its foray into video game publishing.
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