What Is 100 Thieves and What Is It Worth
100 Thieves is a U.S. esports and lifestyle brand founded in 2017 by Matthew "Nadeshot" Haag, with headquarters in Los Angeles, California. The company operates competitive teams in League of Legends, Valorant, Call of Duty, and other titles, alongside a merchandise and content arm. As of the latest public estimates, 100 Thieves is valued at roughly 100 to 150 million dollars, based on funding rounds, sponsorship deals, and revenue from media and products.
The brand has raised multiple rounds from venture investors and partners in gaming and entertainment. Its valuation reflects a mix of competitive team performance, digital audience reach, and licensed merchandise sales. 100 Thieves competes in major leagues such as the League Championship Series and Valorant Champions Tour, which are governed by Riot Games and other organizers, and its financial standing is shaped by prize pools, media rights, and brand partnerships.
Revenue Streams and Business Model
100 Thieves generates revenue from tournament prize money, league media rights, sponsorships with major consumer brands, and direct-to-consumer merchandise. The company sells apparel, accessories, and gaming peripherals through its own store and retail partners, with product lines often tied to team wins and seasonal drops. Sponsorship deals with companies in energy drinks, gaming hardware, and lifestyle sectors contribute a large share of annual income.
In addition to competition and sales, 100 Thieves operates a content network across YouTube, Twitch, TikTok, and X, where creator teams produce highlights, vlogs, and live streams that drive audience engagement and ad revenue. The company also earns from licensing its brand for collaborations with other esports organizations and consumer products. These diversified streams help stabilize income and support the valuation of 100 Thieves as a modern media and gaming brand.
Ownership, Funding, and Key Partnerships
100 Thieves has received investment from venture capital firms and individual backers in the gaming and entertainment space, with the total capital raised supporting team operations, content production, and global expansion. The ownership structure includes founder Nadeshot and a group of private and institutional investors, though the company is not publicly traded on any stock exchange. Specific funding amounts and exact ownership percentages are not fully disclosed, but reported rounds indicate a strong investor base interested in esports and digital media.
Key partnerships with game publishers such as Riot Games, Activision Blizzard, and Epic Games allow 100 Thieves to compete in official leagues and access broadcast resources and revenue sharing programs. The brand also collaborates with hardware and lifestyle sponsors including companies in audio, PC peripherals, and apparel, which provide equipment, funding, and co-branded product lines. These alliances help explain the current worth of 100 Thieves and its position among leading esports organizations in North America and globally.