Rockstar Energy Drink Announces Partnership with 100 Thieves
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Rockstar Energy Drink has announced a new partnership for 2021 with 100 Thieves, the premium lifestyle brand and gaming organization, furthering its immersion into the gaming world and alignment with cultural leaders.
To kick off the partnership, 100 Thieves Founder and CEO Matthew “Nadeshot” Haag had a cameo in the recent “Spotlight” Super Bowl ad narrated by Lil Baby. The first-ever TVC for Rockstar Energy celebrates Nadeshot’s hustle to the top and visionary status within the gaming world. A former Call of Duty World Champion and content creator, Nadeshot has turned 100 Thieves into a premium lifestyle and gaming destination that fuses entertainment, fashion, and competitive esports, garnering a collective following of 95 million across all team and content creator accounts.
AT&T is now an organization-wide sponsor for gaming, lifestyle, and entertainment collective 100 Thieves.
Valorant esports team, which recently won $40,000 for coming in first at the
First Strike North American Finals.
The organization-wide portion of their partnership will see AT&T and 100 Thieves co-produce digital content and live events highlighting the telecom giant’s 5G and fiber-optic services. As for the esports portion, AT&T will furnish a dedicated
Valorant training room in the
Cash App Compound, 100 Thieves’ 15,000-square-foot Los Angeles headquarters. The room will be “equipped with the latest AT&T products and services to provide the ideal training ground for this elite team,” the companies said.