North American esports organisation 100 Thieves has entered a partnership with PepsiCo’s Rockstar energy drink brand.
The deal will see the two parties collaborate on a range of content and interactive experiences.
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The partnership began when the organisation’s Founder and CEO, Matt “Nadeshot” Haag, appeared in Rockstar’s Super Bowl advertisement which celebrated his journey from professional Call of Duty player to the owner of 100 Thieves.
Fabiola Torres, Chief Marketing Officer and Senior Vice President of the PepsiCo Energy Category spoke on the deal in a release: “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.”
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Rockstar will integrate its products into the 100 Thieves Cash App Compound and within ‘The Heist’ docu-series. This isn’t the first time Rockstar has entered the industry. In January 2020, the brand entered a deal with German esports organisation mousesports.
Haag also commented 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. We have a lot of fun, original content coming down the pipeline that I think will both excite and inspire our fans.”
Esports Insider says: As one of the most recognisable brands in gaming and esports, it doesn’t come as a surprise to see the Rockstar brand join forces with 100 Thieves. As for 100T, Rockstar is another high-profile partner to join its roster, and it will be interesting to see how the two parties collaborate in ways that set them apart from their rivals.