Rockstar Energy Drink has announced a new partnership for 2021 with 100 Thieves, the premium lifestyle brand and gaming organization, furthering its immersion into the gaming world and alignment with cultural leaders.
To kick off the partnership, 100 Thieves Founder and CEO Matthew “Nadeshot” Haag had a cameo in the recent “Spotlight” Super Bowl ad narrated by Lil Baby.
The first-ever TVC for Rockstar Energy celebrates Nadeshot’s hustle to the top and visionary status within the gaming world. A former Call of Duty World Champion and content creator, Nadeshot has turned 100 Thieves into a premium lifestyle and gaming destination that fuses entertainment, fashion, and competitive esports, garnering a collective following of 95 million across all team and content creator accounts.
Nadeshot and the wider 100 Thieves team will become primary faces for Rockstar Energy in 2021, lending an authentic gaming voice through their passion and uplifting stories. This category-exclusive partnership will entertain fans throughout the year, delivering original social content and interactive experiences to inspire gamers to reach their next level.
The partnership will come to life through 100 Thieves team and talent social media platforms, and product integration in the 100 Thieves Cash App Compound, ‘The Heist’ docuseries, and 2HYPE Goes Pro original content series, as well as exclusive merch giveaways. In addition to Nadeshot, 100 Thieves’ star content creator Neekolul and 2HYPE’s Kris London will also be featured in upcoming Rockstar Energy social content.
