100 Thieves, Heineken extend partnership with content series, bar

100 Thieves and Heineken have extended their partnership an extra year. The deal —  first inked in August 2022 —  will include Heineken Silver as the presenting sponsor of episodes of “The CoRrage and Nadeshot Show." Heineken will also have a branded bar made in 100 Thieves’ headquarters.

100 Thieves competes in Riot Games titles Valorant and League of Legends, where they hold a partnership with Riot themselves as well as a League of Legends Championship Series franchise slot, respectively. Additionally, 100 Thieves holds a franchise slot in Activision Blizzard’s Call of Duty League, and fields an Apex Legends roster.

Details of other future programming and financial terms were not disclosed. 100 Thieves also partners with JBL, Lexus, Tiffany and Co., and AT&T.

The future of esports partnerships and sponsorships will be discussed at SBJ’s Esports Rising, which will be held May 4.