100 Thieves has received a big injection of cash and star power.
According to its official website, the esports organization secured Series A funding from the duo of hip-hop star Drake and SB Projects founder Scooter Braun. Braun is the talent manager and entertainment executive behind the likes of Justin Bieber and Carly Rae Jepsen.
In addition to the investment, Drake and Braun are now co-owners alongside former Call of Duty pro Matthew “Nadeshot” Haag and current Cleveland Cavaliers chairman Dan Gilbert.
Founded in 2016 by Nadeshot, 100 Thieves transitioned from being an unsuccessful Call of Duty team to an unique lifestyle brand with a strong gaming theme. The move paid off big in 2017, as the organization attracted a financial investment from Gilbert.
This led to 100 Thieves returning to the competitive world of gaming, which included the formation of esports teams in Fortnite and League of Legends, as well as a return to Call of Duty. That rapid expansion, a unique business plan, and consistently strong branding has made the organization one of the most visible and influential in esports today.
In addition to Drake and Braun, 100 Thieves has also received a variety of mixed investments totalling over $25 million, according to its website.
It is unclear what new frontiers may open after this latest windfall for 100 Thieves. There is still plenty of room for growth in esports for the organization, and having a celebrity like Drake attached to the brand could open doors in the more mainstream world of business and apparel. Look for 100 Thieves to continue making big moves in 2019.