North American esports organisation 100 Thieves has joined forces with American multinational conglomerate AT&T.
The multi-year deal will see AT&T become 100 Thieves’ official 5G and fibre innovations sponsor.
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Alongside sponsoring the entire organisation, AT&T has also been confirmed as a presenting sponsor for 100 Thieves ‘ VALORANT roster. The partnership will see the two parties collaborate on a variety of content highlighting the capabilities of 5G and AT&T fibre.
Matthew “Nadeshot” Haag, Founder and CEO of 100 Thieves, spoke on the deal in a release: “AT&T has been elevating the culture of gaming and esports with some really unique and inclusive programmes, which is a perfect match for 100 Thieves.
“We can’t wait to do amazing things together. We know our VALORANT team is the best team in North America, thanks to our First Strike championships win. Being able to work with AT&T and utilise their products and services will only elevate the team’s play going forward.”
AT&T becomes the organisation’s ninth partner, joining the likes of Rocket Mortgage, Elgato, JBL, and Cash App.
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Shiz Suzuki, Assistant Vice President at AT&T’s Sponsorships and Experimental Marketing division, also commented on the collaboration: “100 Thieves continues to push the envelope in the gaming industry with an unmatched blend of esports and gaming tastemakers.
“Their approach to content and elevating and supporting women in gaming is something we share as a brand. We can’t wait to power their efforts as a network while also creating cultural moments together, putting the fans at the centre of everything we do.”
Esports Insider says: Since its launch in 2017, 100 Thieves has managed to establish itself as one of the most recognisable brands in the industry. Considering the widespread popularity of the organisation, it’s no surprise to see 100 Thieves and AT&T enter into a partnership.