North American esports organisation 100 Thieves has announced it has entered a deal with subscription-based shaving brand Dollar Shave Club.
The deal will see Dollar Shave Club become the founding partner of the organisation’s Call of Duty League franchise, the Los Angeles Thieves.
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As a founding partner of the LA Thieves, the two parties will collaborate to create the Dollar Shave Club LA Thieves Practice Facility situated within the 100 Thieves Cash App Compound. The dedicated training facility is said to ‘help the team perform their best in and out of the game’.
Matt “Nadeshot” Haag, Founder and CEO of 100 Thieves, spoke on the deal in a release: “Call of Duty means so much to me, so I’m really excited to have another true Los Angeles company, Dollar Shave Club, join us as the founding partner for LA’s newest team, the LA Thieves. It’s going to be a great season.”
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The LA Thieves become the latest franchise to enter the Call of Duty League is the second to be based out of Los Angeles. The 2021 season begins on February 11th and will see 12 franchises compete for a share of $5m (~GBP3.61m) in prize money.
Alongside partnering with the franchise, Dollar Shave Club has been named as presenting sponsor for two new content series, with a specific focus on the CDL. As per the release, the brand will also be present in other pieces of content and limited-edition items released by the organisation.
Esports Insider says: Dollar Shave Club has certainly hit the ground running by entering the esports industry with a partnership with one of the most recognisable brands in the space. Throughout the season, expect more partners to join forces with the franchise.