100 Thieves signs partnership with Rockstar Energy Drink

The eSports organization has tapped into PepsiCo’s energy drink brand

New partnerships keep arriving in the eSports universe, and this time, 100 Thieves, the North American esports organization, has partnered with PepsiCo’s Rockstar energy drink brand. At the center of the deal, it’s expected to see the two parties collaborate on a range of content and interactive experiences.

It all started when Matt “Nadeshot” Haag, 100 Thieves Founder and CEO, made an appearance in Rockstar’s Super Bowl advertisement, which was intended to celebrate all his journey and experience from Call of Duty player to the 100 Thieves’ owner. As part of the deal, Rockstar products will be integrated into the 100 Thieves Cash App Compound.

CMO and Senior Vice President of the PepsiCo Energy Category, Fabiola Torres, asserts, “We’re excited for the partnership with the renowned lifestyle and gaming outfit 100 Thieves; it’s the perfect fit for Rockstar Energy Drink’s new brand direction and commitment to align ourselves with the cultural zeitgeist. 100 Thieves is the epitome of a successful hustle to the top, and we’re inspired to share their story and, in turn, inspire ‘everyday hustlers.’ Partnering with 100 Thieves allows Rockstar Energy to engage and fuel new communities and energy drinkers in the gaming and lifestyle space, alongside our core fanbase and action and motorsports stronghold.”

Rockstar isn’t new when it comes to entering the industry, since they also partnered with Mousesports, a German esports organization, back in January 2020. Haag also shared some comments on the collaboration, “I, alongside the full 100 Thieves team, have worked so hard to get to where we are today, and it’s really rewarding to see our team’s daily grind rewarded through this partnership with Rockstar Energy Drink.”