TL;DR
- 100 Thieves secured Series A funding from Drake and Scooter Braun, expanding ownership structure
- Organization transformed from unsuccessful CoD team to gaming lifestyle brand with $25M+ investments
- Strategic pivot led to competitive teams in Fortnite, League of Legends, and Call of Duty
- Celebrity backing opens mainstream business and apparel opportunities
- Strong branding and unique business model established industry leadership position
The esports landscape witnessed a transformative moment when 100 Thieves announced a major capital infusion that blended financial power with celebrity influence.
Corporate documentation reveals the organization successfully closed Series A financing rounds featuring music icon Drake and entertainment mogul Scooter Braun. As founder of SB Projects, Braun brings extensive industry connections from managing global superstars including Justin Bieber and Carly Rae Jepsen.
Beyond the monetary commitment, both Drake and Braun acquired equity positions, joining founding member Matthew “Nadeshot” Haag and Cleveland Cavaliers chairman Dan Gilbert in the ownership group.
Established in 2016 by former Call of Duty professional Nadeshot, 100 Thieves executed a strategic rebranding from underperforming competitive squad to distinctive gaming-inspired apparel and content enterprise.
This calculated transformation yielded significant returns in 2017 when the venture attracted substantial backing from Gilbert. The pivot represented one of the earliest successful transitions from pure esports competition to integrated media company.
Common mistake: Many organizations attempt brand expansion without establishing competitive credibility first. 100 Thieves maintained gaming roots while building broader appeal.
The renewed financial stability enabled 100 Thieves to re-enter professional gaming circuits with expanded roster development. This included establishing competitive divisions in emerging titles like Fortnite alongside returning to League of Legends and Call of Duty franchises.
Rapid organizational growth, distinctive business methodology, and consistently powerful brand identity propelled the company to become one of esports’ most prominent and impactful entities.
Practical tip: Successful esports organizations balance competitive performance with content creation and merchandise revenue streams. This diversified approach creates sustainable business models beyond tournament winnings.
Supplementing the Drake and Braun investments, 100 Thieves accumulated additional funding sources exceeding $25 million according to corporate disclosures.
The organization’s growth potential within esports remains substantial, while celebrity association creates gateway opportunities into mainstream commercial and fashion sectors.
Industry analysts anticipate continued strategic moves throughout 2019 as the company leverages its unique position at the intersection of gaming, entertainment, and apparel.
Optimization insight: Organizations should strategically time expansion announcements to maximize media coverage and fan engagement during key industry events.
Action Checklist
- Establish competitive credibility before brand expansion
- Diversify revenue streams beyond tournament winnings
- Secure strategic investors with complementary industry expertise
- Balance competitive teams with content and merchandise development
No reproduction without permission：Game Guides Online » Drake is now a co-owner of 100 Thieves How celebrity investments transformed 100 Thieves from gaming team to esports powerhouse with strategic growth insights