How esports organization 100 Thieves rejuvenated its sponsorship business in 2024

After an ambitious, but abortive, effort to diversify its business in 2023, the esports team 100 Thieves refocused on brand partnerships in 2024 – and was rewarded by a significant rise in sponsor interest.

100 Thieves’ renewed focus on sponsorships has already paid off. After signing 11 new sponsors and achieving a 50 percent sponsorship renewal rate in 2023, the org managed to bring on 23 new sponsors in 2024, including brands such as Crocs, Adidas and Google Play, with a renewal rate of 75 percent over the past twelve months, according to numbers shared with Digiday by 100 Thieves, although company reps declined to specify the specific dollar value of its sponsorship deals, which typically involve the brand paying the team a fee in exchange for a set number of deliverables, which can come in the form of social media posts, content pieces and jersey logo slaps, as well as more bespoke custom activations. 

In spite of many esports companies’ attempts to escape the pain of brands’ shrinking marketing budgets, 100 Thieves’ evolution over the past year shows how the industry at large remains dependent on advertising to stay afloat, for better or worse.

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