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CWL London marked 100 Thieves’ first major victory for their Call of Duty roster. Many have applauded the organization, both peers and the community. One person who also notably congratulated the North American esports organization was Drake.

Drake, the Canadian rapper and entrepreneur, co-led 100 Thieves’ Series A funding round with SB Projects founder Scooter Braun. Shortly after the team won CWL London, he posted onto his Instagram story with a congratulatory message.

He wrote, “Congrats to the guys. 100 Thieves Gaming CWL London champs,” above an image showcasing the team and their trophy. With Drake’s large social media following, this congratulatory message also brings some attention and traffic to the esports organization.

Drake congratulates 100 Thieves on Instagram

Drake’s investment in the Series A

Drake made esports-related news first due to playing Fortnite with Ninja, but he came into the spotlight again with his investment in 100 Thieves. Originally built up with an investment from Cleveland Cavaliers and Quicken Loans owner Dan Gilbert, 100 Thieves is now considered also a lifestyle brand and apparel company. The organization and its founder, Matthew “Nadeshot” Haag, were also recently featured in the New York Times in an article titled “The Rise of Live-Streamer Style.”

Nadeshot had this to say about the initial investment: “He’s really defined pop culture with the clients that he’s worked with and helped their careers over the last decade, and for us, it’s just unbelievable to be able to tap into that wisdom and that knowledge.”

100 Thieves’ win at CWL London

100 Thieves started out by beating OpTic Gaming in the Winners Finals, where they went on to advance to compete against eUnited. This same matchup happened in Winners Bracket Round 1, where 100 Thieves took a 3-1 victory. This was their first victory since placing 4th at CWL Fort Worth 2019 with the same roster.

What do you think about esports organizations establishing themselves as brands first and esports second?

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