100 Thieves Renews Partnerships With Heineken USA

Key insights

6 takeaways

01
100 Thieves has extended its partnership with Heineken USA for an additional year, continuing the relationship that began in August 2022.
02
The renewed deal includes the construction of a Heineken-branded bar at the 100 Thieves compound in Los Angeles for use in gaming and future activations.
03
Heineken USA will continue to support 100 Thieves' production efforts, including content for 'The Courage and Nadeshot Show' and various original social media shorts.
04
The partnership will prominently feature Heineken Silver, the company's 'light beer' product, across all activations and programming.
05
Financial terms of the partnership extension were not disclosed by either party.
06
100 Thieves maintains a diverse competitive presence in esports, currently fielding teams in Call of Duty, Valorant, League of Legends, and Apex Legends.

Summary

The Los Angeles-based esports and gaming lifestyle organization 100 Thieves has extended its partnership with Heineken USA for an additional year. Originally established in August 2022, the agreement designates Heineken as the official beer partner of the organization. While the specific financial terms of the renewal remain undisclosed, the deal signifies a continued commitment to integrating the alcohol brand into the organization’s broader content ecosystem.

The expanded partnership focuses on increasing brand visibility through 100 Thieves’ owned social channels and video productions. Heineken will be featured in the upcoming season of "The Courage and Nadeshot Show," a talk show hosted by CEO Matt “Nadeshot” Haag and co-owner Jack “CouRageJD” Dunlop. Furthermore, the collaboration includes the integration of Heineken into original short-form content and live streams, with a specific emphasis on promoting Heineken Silver, the company’s light beer offering, during various events and activations.

A key development in the renewed agreement is the construction of a Heineken-branded bar within the 100 Thieves compound in Los Angeles. This facility is intended to serve as a dedicated space for gaming, future programming, and brand-related activations. This partnership remains a component of the organization’s wider commercial strategy, which includes long-term collaborations with other major corporate entities such as AT&T and Lexus. The renewal underscores the ongoing trend of non-endemic brands leveraging the influence of esports organizations to reach gaming and pop culture audiences.