“The Next Phase” – 100 Thieves Announces Massive Partnership Extension With Amsterdam’s Brand, Heineken

100 Thieves has renewed its partnership with the popular Netherlands beer-selling company, and fans are looking forward to their upcoming projects. 

With a massive surge in the eSports industry, billion-dollar franchises have turned their attention toward it. Each of them has looked out to sign the best deal in the market, let alone sponsor the pros during the events. For instance, Monster Energy recently partnered with Call Of Duty League for the Major 4 and grand champs, along with a few more projects. The energy drink brand had prior experience in eSports and wanted to expand the business in the coming time. 

Similarly, Heineken, one of the biggest beer companies in the world, once signed a deal with 100 Thieves, with an innovative idea. They wanted to expand the social bandwidth, bringing together people at every opportunity. And while the deal turned out to become a massive success, both parties have decided to give it another shot. 

100 Thieves x Heineken – The evolutionary partnership 

Back in August 2022, 100 Thieves’ Twitter page confirmed their partnership with Heineken. The beer company shook hands to partner as their official “Beer Partner” for the next few months. But then, as everything has to come to an end, the contract expired on the given date. This led to both parties sitting down and discussing their future, as their previous partnership was a grand success. 

So, without wasting any time, 100 Thieves reinstated the deal, announcing them as partners yet again. With the main motto of elevating the social aspect of the gaming space, the brands will strive for success. After all, fans are already in awe of 100 Thieves’ projects, such as The Courage and NadeShot Show, and the upcoming one that names itself ‘That’s what she said.’

For those uninitiated, the show features clan owner Matt “Nadeshot” Haag, along with co-owner Jack “CouRageJD” Dunlop, talking about the eSports industry. The major topics include the clan’s future, gaming updates, roster updates, and more. So, it would also help in marketing for Heineken as the episodes clock hundreds and thousands of views.

John Robinson, 100 Thieves President, also sparred a few statements about the deal. “Heineken’s commitment to gaming culture is what makes them such a perfect partner for 100 Thieves. Whether it’s Coachella or watching VALORANT, both parties work well together in terms of creating memorable moments.” 

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Last, but not least, Heineken has been involved in eSports previously. It was named the official sponsor for VCT Americas, and the franchise also partnered with the Brazilian League of Legends Championship in June 2022.

That makes us wonder, which company will the beer brand choose to partner with next? 

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