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.
