2HYPE co-founder Jesser signs with Night

2HYPE co-founder and 100 Thieves member Jesser has signed with Night.

Jesser—aka Jesse Riedel—has 11.5 million subscribers on YouTube, is a longtime member of the platform’s NBA 2K scene, runs his own apparel brand Bucketsquad, and is set to compete in the NBA‘s 2023 All-Star Celebrity Game in Salt Lake City Feb. 17 at 7 p.m. Eastern.

Night plans to focus on brand partnerships for Riedel, “with the goal of expanding into consumer products, licensing deals, charitable partnerships, and and other sports-centric ventures that grow his business over time,” it says.

He’ll be managed by Night’s VP of talent management Michael Gordon and senior talent coordinator Tennyson McFarlane.

“Jesser has been able to bridge the gap between traditional sports and Gen Z internet culture faster than any creator I have ever seen,” Reed Duchscher, founder and CEO of Night, said in a statement.

Duchscher added, “As digital content creators have continued to overtake traditional celebrities in popularity, Jesser has become one of the most well-known creators in sports and is pushing a younger generation towards the game of basketball in a fun, family-friendly way. I’m confident that together we will bring even more value to his brand, his audience, and his partners.”

Riedel’s personal YouTube channel is currently growing by around one million subscribers per month. 2HYPE’s channel, where he collaborates on videos with his brother James Riedel and fellow co-founders/members Kristopher London, ZackTTG, CashNasty, and Moochie, is gaining around 100,000 new subscribers every month.

Night represents a number of well-known YouTubers, including MrBeast, Dream, and Unspeakable.