Matt O’Brien is the New Chief Revenue Officer of 100 Thieves

Credit: 100 Thieves

Matt O’Brien is the new chief revenue officer of the Los Angeles-based esports organization 100 Thieves. O’Brien replaces Matty Lee, who spent more than four-and-a-half years in the role before being laid off earlier this month. 

Lee joined the company in November of 2018 to take on the role of VP, head of partnerships–a role he stayed in for two years. In November 2020, he was elevated to CRO. Prior to joining 100 Thieves, he held executive roles at Barstool Sports, Chive Media Group, Uproxx Media, and many other companies.

Prior to being elevated to CRO, O’Brien has been serving as an advisor to 100 Thieves for the last seven months. O’Brien appears to be serving in this new role while keeping his old job as senior VP of global partnerships for NBA team Cleveland Cavaliers.

The replacement of Lee with O’Brien looks like a strategic move arranged by 100 Thieves co-founder and co-owner Dan Gilbert, who is supporting the organization behind the scenes rather than holding an active position in the organization. The billionaire businessman has a history of utilizing his portfolio – including the Cleveland Cavaliers, Rocket Mortgage, and Rock Ventures – to support 100 Thieves. Rocket Mortgage inked a deal with 100 Thieves in January 2018 to become its first major sponsor and financed a team house for the organization’s LCS team.