Matt O’Brien is the New Chief Revenue Officer of 100 Thieves

Key insights

6 takeaways

01
Matt O’Brien has been appointed as the new Chief Revenue Officer of 100 Thieves, effective January 2023.
02
O’Brien replaces Matty Lee, who served as CRO for over four years before being laid off in January 2023.
03
O’Brien will maintain his existing role as Senior VP of global partnerships for the NBA’s Cleveland Cavaliers while serving as 100 Thieves' CRO.
04
Prior to his appointment, O’Brien served as an advisor to 100 Thieves for seven months.
05
The leadership change is considered a strategic move supported by 100 Thieves co-owner Dan Gilbert, who also owns the Cleveland Cavaliers.
06
100 Thieves has a history of operational integration with Dan Gilbert’s business portfolio, including a 2018 sponsorship and facility financing deal with Rocket Mortgage.

Summary

The esports organization 100 Thieves has appointed Matt O’Brien as its new Chief Revenue Officer. This leadership transition follows the departure of Matty Lee, who held the position for over four years before being laid off in January 2023. O’Brien, who previously served as an advisor to the organization for seven months, will maintain his existing role as the Senior Vice President of global partnerships for the Cleveland Cavaliers while assuming his new responsibilities at 100 Thieves.

The appointment is viewed as a strategic alignment facilitated by 100 Thieves co-founder and co-owner Dan Gilbert. Gilbert, who also owns the Cleveland Cavaliers, has a history of leveraging his broader business portfolio—including Rock Ventures and Rocket Mortgage—to provide institutional support and sponsorship opportunities for the esports organization. This move signals a continued effort to integrate traditional sports business expertise into the 100 Thieves commercial strategy.

The transition highlights the ongoing personnel shifts within the competitive gaming sector during early 2023. By bringing in an executive with deep ties to the Cleveland Cavaliers, 100 Thieves aims to stabilize its revenue operations following a period of organizational restructuring. The change reflects a broader trend of cross-pollination between traditional professional sports management and the evolving business models of major esports franchises.