Brands

Subway Named the Official Sandwich of 100 Thieves

Published by

James Fudge

12 months ago

Quick service restaurant brand Subway announced Wednesday that it has partnered with Los Angeles-based esports and gaming company 100 Thieves.

Financial terms of the partnership were not disclosed.

Under the terms of the deal, Subway has been named the “official sandwich of 100 Thieves” and will serve as a marquee partner of its League of Legends Championship Series (LCS) team. Subway will also work with 100 Thieves to rework its dedicated training room for League of Legends at its 15,000 square foot headquarters in Culver City, California.

In addition, Subway branding will appear on 100 Thieves match-day jerseys for its LCS teams and other pro teams in Valorant and Apex Legends. Subway-branded jerseys will also be available for purchase online via 100Thieves.com.

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

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.