North American esports organisation 100 Thieves has entered a partnership with PepsiCo’s Rockstar energy drink brand.
The deal will see the two parties collaborate on a range of content and interactive experiences.
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The partnership began when the organisation’s Founder and CEO, Matt “Nadeshot” Haag, appeared in Rockstar’s Super Bowl advertisement which celebrated his journey from professional Call of Duty player to the owner of 100 Thieves.
Fabiola Torres, Chief Marketing Officer and Senior Vice President of the PepsiCo Energy Category spoke on the deal in a release: “We’re excited for the partnership with the renowned lifestyle and gaming outfit 100 Thieves; it’s the perfect fit for Rockstar Energy Drink’s new brand direction and commitment to align ourselves with the cultural zeitgeist.