CAA Signs Esports, Lifestyle Org 100 Thieves

By 10/20/2020
CAA Signs Esports, Lifestyle Org 100 Thieves

Gaming, lifestyle, and entertainment organization 100 Thieves has signed with CAA.

Founded in 2017 by former Call of Duty world champion Nadeshot, 100 Thieves comprises nearly 50 digital creators and esports professionals, including Valkyrae (1.64 million subscribers on YouTube), CouRage (3 million), NOAHJ456 (4.55 million), and Yassuo (1.51 million). It’s raised $60 million from a roster of buzzy investors including Scooter Braun and Drake, who both became co-owners when they invested in 2018, as well as Cleveland Cavaliers owner Dan Gilbert.

The organization has a wide range of pursuits: esports, with professional teams competing in League of Legends, Fortnite, Counter-Strike: Global Offensive, and Valorant; a streetwear-inspired clothing brand, with more than a dozen drops so far; a YouTube channel (944K); and numerous podcasts. Earlier this year, it partnered with mobile payment service Cash App to open a new 15,000-square-foot headquarters in Los Angeles, something Nadeshot said was part of 100 Thieves’ “vision to build a new category of company—a lifestyle brand born from gaming.”

CAA said it plans to “help 100 Thieves expand its content and media interests into new areas and revenue streams through opportunities in digital content, talent, film, television, podcasts, and more.”