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Extension of the Heineken sponsorship for 100 Thieves

Posted : 03 May 2023
100 Thieves, a North American esports organization, has expanded its current alliance with the Heineken beer company.

As a result, the company will continue to support 100 Thieves in a variety of initiatives that promote and showcase "socializing in and around gaming."

Heineken branding will be seen inside 100 Thieves' Los Angeles headquarters in addition to promoting The Courage and Nadeshot Show. Future events and "lifestyle-related programming" will be held at the newly created themed bar. The programming's specifics weren't made public.

The Heineken Silver brand will be emphasized as 100 Thieves' Official Beer Partner in upcoming activations and programming.

Heineken is well-known in the esports community. The Heineken 0.0 brand signed a sponsorship agreement with the Brazilian League of Legends Championship in June 2022, and in March 2023 it was designated the official beer partner of the VALORANT Champions Tour (VCT) Americas (CBLOL).

Six partners make up the 100 Thieves partnership list, including the beer brand. It features companies including the car manufacturer Lexus, the international corporation AT&T, the jewelry retailer Tiffany & Co., and the audio company JBL.

The CEO of 100 Thieves, John Robinson, discussed the expansion: “Heineken’s commitment to gaming culture is what makes them such a perfect partner for 100 Thieves.

“We are thrilled to extend our partnership with Heineken and are excited to share more incredible moments with 100 Thieves fans and gamers everywhere.”

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