Latest in Gear

Image credit: 100 Thieves

Drake is now co-owner of an esports brand

Entertainment mogul Scooter Braun is also involved.
420 Shares
Share
Tweet
Share

Sponsored Links

100 Thieves

Drake's commitment to gaming is going well beyond the occasional star-studded Twitch stream. As part of an investment round, the Canadian rap giant (along with entertainment mogul Scooter Braun) now has co-ownership of 100 Thieves, a "lifestyle, apparel and esports" company founded by retired Call of Duty player Matt "Nadeshot" Haag and backed by Cleveland Cavaliers chairman Dan Gilbert. Drake and Braun will serve as strategic advisors while the company expands its competitive gaming to more titles and grows its apparel business.

The partnership isn't coming out of nowhere. Drake had already partnered with 100 Thieves on the gaming stations following him on his tour for Scorpion, and there have been clothing collaborations in the works. This is more about tightening an existing bond than creating one.

Nonetheless, the move is a sign of how big the esports industry has become. There's enough money in it that superstars like Drake (very much a gamer, mind you) see it as a worthwhile business prospect -- it's not just the realm of conventional sports teams and tech entrepreneurs. We wouldn't count on 100 Thieves exploding in popularity as a result of the celebrity link (it's partly dependent on the skill of its players), but it wouldn't be surprising if other big names jump in to esports if there's a whiff of success.

All products recommended by Engadget are selected by our editorial team, independent of our parent company. Some of our stories include affiliate links. If you buy something through one of these links, we may earn an affiliate commission.
Comment
Comments
Share
420 Shares
Share
Tweet
Share

Popular on Engadget

Canon M6 Mark II review: Incredible performance from a flawed flagship

Canon M6 Mark II review: Incredible performance from a flawed flagship

View
Amazon adds thousands of Counter pick-up locations in the US

Amazon adds thousands of Counter pick-up locations in the US

View
The 2020 Honda Fit will use the automaker's new hybrid system

The 2020 Honda Fit will use the automaker's new hybrid system

View
The Morning After: Mazda's first EV opens wide with Freestyle doors

The Morning After: Mazda's first EV opens wide with Freestyle doors

View
Google launches Chrome 78 with forced dark mode and password checker

Google launches Chrome 78 with forced dark mode and password checker

View

From around the web

Page 1Page 1ear iconeye iconFill 23text filevr