AT&T is now an organization-wide sponsor for gaming, lifestyle, and entertainment collective 100 Thieves.
It has also signed on as the presenting sponsor for 100 Thieves’ Valorant esports team, which recently won $40,000 for coming in first at the First Strike North American Finals.
The organization-wide portion of their partnership will see AT&T and 100 Thieves co-produce digital content and live events highlighting the telecom giant’s 5G and fiber-optic services. As for the esports portion, AT&T will furnish a dedicated Valorant training room in the Cash App Compound, 100 Thieves’ 15,000-square-foot Los Angeles headquarters. The room will be “equipped with the latest AT&T products and services to provide the ideal training ground for this elite team,” the companies said.
Additionally, 100 Thieves’ Valorant jerseys will feature AT&T branding, and AT&T will have a hand in the team’s future merch drops.
“100 Thieves continues to push the envelope in the gaming industry with an unmatched blend of esports and gaming tastemakers,” Shiz Suzuki, AT&T’s assistant VP of sponsorships and experiential marketing, said in a statement. “We can’t wait to power their efforts as a network while also creating cultural moments together, putting the fans at the center of everything we do.”
100 Thieves’ other corporate partners include Cash App, General Mills, Chipotle, Rocket Mortgage, and JBL.
This is far from AT&T’s first move in the gaming space. Its latest endeavors include running Unlocked Games, a women-only developer competition with a $50,000 prize, and becoming the presenting sponsor for Cloud9’s five-woman Valorant team.