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Lore & Background

Founded in 2017 by Matthew "Nadeshot" Haag, a former OpTic Gaming Call of Duty team captain, MLG X Games gold medalist, and 2014 Esports Athlete of the year, 100 Thieves quickly expanded beyond competitive gaming. In November 2017, a multimillion-dollar investment from Cleveland Cavaliers and Quicken Loans owner Dan Gilbert allowed the company to expand into a full-fledged esports organization. The organization's financial growth continued with a $25 million Series A funding round co-led by Scooter Braun and Drake on October 23, 2018, who both became co-owners. Their Series B funding round on July 16, 2019, was led by Artist Capital Management which raised $35 million. On December 2, 2021, 100 Thieves announced their Series C funding round, which raised $60 million. In May 2022, 100 Thieves announced its intentions to publish a video game, hiring former Telltale Games CEO Pete Hawley as its Chief Product Officer to set up a studio. In October 2021, they acquired gaming peripheral company Higround, marking their first acquisition. In March 2021, 100 Thieves signed a sponsorship deal with Truly Seltzer and Twisted Tea. Nadeshot launched his own energy drink, called Juvee, on October 4, 2022. In May 2024, the Esports World Cup Foundation announced the 30 organizations who would make up the Club Support Program, with 100 Thieves being one of them. In December 2024, Nadeshot revealed that he would be taking a step back from 100 Thieves to pursue full-time content creation. In September 2025, Nadeshot confirmed that he is no longer the CEO of 100 Thieves, but remains involved with the organization in other roles.

In Their Own Story

The organization has experienced significant restructuring. In July 2022, more than 10 members of 100 Thieves' content team were laid off. In January 2023, around 30 employees were laid off, including several lead staff members. That November, 100 Thieves announced it was laying off 20% of its workforce, affecting employees at its game studio and energy drink brand. These business units would also be spun off as separate companies in order to focus on esports and apparel. In the Call of Duty scene, the team won the organization's first trophy at CWL London 2019 and its second at CWL Anaheim 2019. In the 2019 Call of Duty World Championship, 100 Thieves finished second, with a loss to eUnited. In the 2022 season, the Los Angeles Thieves defeated the Atlanta FaZe to win the 2022 Call of Duty League World Championship, bringing the organization their first ever world championship. In Apex Legends, the team placed 3rd in the 2022 Apex Legends Global Series World Championship. In September 2025, Bronzey stepped down as head coach and was replaced by Balvarine. In January 2026, 100 Thieves announced a collaboration with the Japanese esports organization Crazy Raccoon, branding the team as the "Crazy Thieves" for the Year 5 Championship.

Reader's Guide

100 Thieves competes in several video games, including Apex Legends, Call of Duty, Counter-Strike 2, Rainbow Six Siege, Marvel Rivals, and Valorant. They currently operate three franchise teams, which compete in the Valorant Champions Tour (VCT), Apex Legends Global Series (ALGS) (branded as Crazy Thieves), and the Call of Duty League (CDL) (branded as Los Angeles Thieves). The organization entered the Apex Legends scene in February 2019, exited in August 2019, returned in October 2021, and released their entire roster again in September 2023. They re-entered in November 2024. In Call of Duty, after initially announcing their intention to not join the Call of Duty League in 2019, 100 Thieves announced in November 2020 that they would enter the league as the "Los Angeles Thieves" after acquiring OpTic Gaming's slot. On November 10, 2025, 100 Thieves announced their entry into the Counter-Strike 2 competitive scene, marking their return to Counter-Strike esports for the first time since October 2020. On February 14, 2026, 100 Thieves announced their entry into the Rainbow Six Siege competitive scene as part of the R6 Partner Program. In March 2025, 100 Thieves announced their entry into the Marvel Rivals competitive scene. On November 17, 2025, 100 Thieves announced that they would be leaving the Marvel Rivals competitive scene, releasing their entire roster. On February 10, 2026, 100 Thieves announced that they have re-joined the Marvel Rivals scene as part of the Marvel Rivals Partner Program. On June 4, 2020, 100 Thieves Esports announced their entrance into the Valorant competitive scene through the signing of Spencer "Hiko" Martin.

Did You Know?

• 100 Thieves was founded in 2017 by Matthew "Nadeshot" Haag, a former OpTic Gaming Call of Duty team captain, MLG X Games gold medalist, and 2014 Esports Athlete of the year.
• On October 23, 2018, 100 Thieves raised $25 million in Series A funding co-led by Scooter Braun and Drake, who both became co-owners.
• The Los Angeles Thieves defeated the Atlanta FaZe to win the 2022 Call of Duty League World Championship, bringing the organization their first ever world championship.
• In May 2022, 100 Thieves announced its intentions to publish a video game, hiring former Telltale Games CEO Pete Hawley as its Chief Product Officer.
• In January 2026, 100 Thieves announced a collaboration with the Japanese esports organization Crazy Raccoon, branding their Apex Legends team as the "Crazy Thieves" for the Year 5 Championship.

Founding and Financial Growth

Established in 2017 by Matthew "Nadeshot" Haag, a decorated former OpTic Gaming captain and X Games gold medalist, 100 Thieves began as an esports entity before rapidly evolving into a lifestyle brand. The organization's trajectory shifted dramatically in November 2017 when it secured multimillion-dollar backing from Dan Gilbert, the owner of the Cleveland Cavaliers. This capital injection allowed for significant expansion beyond competitive gaming. By October 2018, the company closed its Series A funding round with $25 million, co-led by high-profile figures Scooter Braun and Drake, who also became co-owners. Subsequent rounds in 2019 and 2021 brought in major investors like Sequoia Capital, Groupe Arnault, and Artist Capital Management, totaling over $120 million raised to date. These financial milestones enabled the acquisition of gaming peripheral company Higround and the launch of proprietary products, solidifying its status as a diversified American lifestyle conglomerate headquartered in Los Angeles.

Competitive Esports Achievements

While operating across multiple titles including Counter-Strike 2 and Rainbow Six Siege, 100 Thieves has found significant success in Call of Duty and Apex Legends. In the Call of Duty scene, their initial foray in 2019 yielded immediate results; after a mid-season roster adjustment involving loaned players from FaZe Clan, they secured back-to-back tournament victories at CWL London and Anaheim. Although they finished second at the World Championship that year, these wins established them as a premier contender before their eventual entry into the Call of Duty League as the Los Angeles Thieves. In Apex Legends, the organization has experienced a more volatile path, marked by roster turnover and brief exits from the scene. However, their return in 2021 culminated in a third-place finish at the 2022 Global Series World Championship. Currently competing under the "Crazy Thieves" branding for specific events, they remain active participants in the Valorant Champions Tour and other major global series.

Strategic Diversification and Restructuring

Beyond competitive rosters, 100 Thieves aggressively pursued diversification into consumer goods and content creation. In 2021, the brand signed sponsorship deals with beverage companies Truly Seltzer and Twisted Tea, followed by the launch of its own energy drink, Juvee. Ambitions to enter game publishing led to the hiring of former Telltale Games CEO Pete Hawley in 2022 to establish an internal studio. However, this rapid expansion necessitated significant operational adjustments. Between late 2021 and late 2023, the organization executed multiple rounds of layoffs, affecting over 60 employees across its content team, game studio, and beverage division. By November 2023, leadership decided to spin off these non-core business units into separate entities to refocus resources strictly on esports operations and apparel sales, marking a strategic pivot toward core competencies.

Leadership Evolution and Future Outlook

The organizational structure of 100 Thieves has undergone notable changes regarding its founder's role. Matthew "Nadeshot" Haag, who served as the public face and CEO since inception, announced in December 2024 that he would step back from daily operations to prioritize full-time content creation. By September 2025, it was confirmed that Nadeshot had officially relinquished his position as CEO while retaining an active involvement in other capacities within the company. This transition coincides with new strategic partnerships, such as their inclusion in the Esports World Cup Foundation's Club Support Program in May 2024, which provides funding for entering new titles and driving engagement. As the organization moves forward under new executive leadership, it continues to adapt its roster strategies, evidenced by recent coaching changes and international collaborations like the partnership with Japanese team Crazy Raccoon.