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THE ESPORTS ADVOCATE

100 Thieves Renews Partnerships With Heineken USA

Expanded deal will see more branded Heineken content, a future branded bar at the 100 Thieves compound in LA.

James FudgebyJames Fudge
May 2, 2023
in Brands, Partnerships
Reading Time: 2 mins read
Credit: 100 Thieves

Credit: 100 Thieves

Los Angeles-based esports and gaming lifestyle company 100 Thieves and alcohol company Heineken USA announced Tuesday the extension of its current brand partnership for an additional year. Heineken signed on as the 100 Thieves’ official beer partner in August of 2022.

Financial terms of the deal were not disclosed.

Under the terms of the extended deal, Heineken USA will continue to support 100 Thieves’ production efforts across owned, social channels, and video content, including the upcoming season of “The Courage and Nadeshot Show,” which features CEO and co-founder Matt “Nadeshot” Haag and co-owner and streamer Jack “CouRageJD” Dunlop in a talk show format  that covers pop culture, gaming, and other interesting topics.

Heineken USA will also be included in more original shorts and streams captured during partnership events throughout the year—for example, CourageJD, Nadeshot, and content creator Peter Park will venture to Miami later this week to engage gaming and racing fans.

100 Thieves’ Los Angeles-based compound will also soon feature a Heineken-branded bar that will be used for gaming, programming, and future activations. Heineken Silver, the company’s new “light beer” offering, will be prominently featured as part of all activations and programming.

100 Thieves currently competes in Call of Duty, Valorant, League of Legends, and Apex Legends. The company’s other current long-term partners include AT&T and Lexus, among others.

Tags: 100 ThievesAlcoholbranding Los AngelesContent CreationCourageJDHeineken USANadeshotPartnerships
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James Fudge

James Fudge

With a career spanning over two decades in the esports and gaming journalism landscape, James Fudge stands as a seasoned veteran and a pivotal figure in the evolution of esports media. His journey began in 1997 at Game-Wire / Avault, where he curated gaming and community news, laying the groundwork for his expertise in the field. In his more recent roles, James cemented his status as an authority in the esports business sphere as Senior Editor Esports at Sports Business Journal and The Esports Observer between 2018 and 2021.

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