AT&T EXPANDS ESPORTS PRESENCE WITH 100 THIEVES PARTNERSHIP

US telecommunications company AT&T has been named official 5G and fiber innovation sponsor of esports organisation 100 Thieves.

Though financial details have not been disclosed, the “organisation-wide” multi-year partnership will see both parties collaborate on content to promote AT&T’s 5G network, and increase the profile of both brands. 

AT&T branding will feature on 100 Thieves player jerseys, and the telecoms company will also be acting as presenting sponsor for its VALORANT team, and will equip the organisation’s Los Angeles Cash App Compound with products and services. 

Commenting on the partnership 1oo Thieves’ Matthew “Nadeshot” Haag, said:

“AT&T has been elevating the culture of gaming and esports with some really unique and inclusive programs, which is a perfect match for 100 Thieves. We can’t wait to do amazing things together.

“We know our VALORANT team is the best team in North America, thanks to our First Strike championships win. Being able to work with AT&T and utilize their products and services will only elevate the team’s play going forward.”

While assistant vice president, AT&T – Sponsorships and Experiential Marketing, Shiz Suzuki, added:

“100 Thieves continues to push the envelope in the gaming industry with an unmatched blend of esports and gaming tastemakers. Their approach to content and elevating and supporting women in gaming is something we share as a brand. We can’t wait to power their efforts as a network while also creating cultural moments together, putting the fans at the center of everything we do.”

AT&T has been steadily increasing its investment in the esports scene over recent years. In October, the company expanded its sponsorship deal with Cloud9, becoming presenting partner of its all-female VALORANT team, Cloud9 White, while in 2019 the company presented the ESL Mobile Open.

AYO.NEWS says:

Given the huge mobile gaming market 5G communications networks open up, it makes perfect sense for AT&T to expand its esports presence, and getting another major sponsor onboard can only be a good thing for 100 Thieves. 

Staying with 100 Thieves, in October last year, the organisation signed with Los Angeles-based Creative Artists Agency (CAA), in an effort to grow its content and media interests. 

‘AYO.NEWS says’ features the opinion of the author and does not necessarily reflect the views of Pentagon Digital Limited or its affiliates or associates. 

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