100 Thieves

100 Thieves was founded in 2017 by Matthew "Nadeshot" Haag, a former OpTic Gaming Call of Duty team captain, (MLG) X Games gold medalist, and 2014 Esports Athlete of the year. In November 2017, 100 Thieves received a multimillion-dollar investment from Cleveland Cavaliers and Quicken Loans owner Dan Gilbert allowing the company to expand into a full-fledged esports organization.

On October 23, 2018, 100 Thieves announced that they finished their Series A funding round co-led by Scooter Braun and Drake, who both became co-owners when they raised $25 million. Included in this round was Sequoia Capital, Ludlow Ventures, Courtside Ventures, WndrCo, Marc Benioff, Drew Houston, Green Bay Ventures, Tao Capital and Advancit Capital. Their Series B funding round on July 16, 2019, was led by Artist Capital Management which raised $35 million. Included in this round is Aglae Ventures, Groupe Arnault (controlling shareholder of Louis Vuitton Moet Hennessy).

In March 2021, 100 Thieves signed a sponsorship deal with Truly Seltzer and Twisted Tea. They acquired gaming peripheral company Higround in October 2021, marking their first acquisition. On December 2, 2021, 100 Thieves announced their Series C funding round, which raised $60 million.

In May 2022, 100 Thieves announced its intentions to publish a video game. It hired former Telltale Games CEO Pete Hawley as its Chief Product Officer to set up a studio. In July, more than 10 members of 100 Thieves' content team were laid off. Nadeshot launched his own energy drink, called Juvee, on October 4.

In January 2023, around 30 employees were laid off, including several lead staff members. That November, 100 Thieves announced it was laying off 20% of its workforce, affecting employees at its game studio and energy drink brand. These business units would also be spun off as separate companies in order to focus on esports and apparel.

On May 6, 2024, the Esports World Cup Foundation, funded by the Saudi Arabia Public Investment Fund and organizers of the Esports World Cup tournament series, announced the 30 organizations (known in the ESWC as Clubs) who would make up the Club Support Program, with 100 Thieves being one of them. This program gives teams a one-time six-figure stipend if an organization is willing to enter new esports as well as additional funding each year if they drive viewership and fan engagement to the Esports World Cup.