100 Thieves’ new Chipotle partnership features Nadeshot & BrookeAB meals

Published: 12/Mar/2020 19:26 Updated: 30/Apr/2020 17:24

by Albert Petrosyan


Popular esports organization 100 Thieves and American fast food restaurant Chipotle Mexican Grill have announced a brand-new partnership, including special orders designed by CEO Matt ‘Nadeshot’ Haag and streamer Brooke ‘BrookeAB.’

100 Thieves have quickly become one of the most recognizable esports teams in the world, competing in League of Legends’ LCS, CSGO, Fortnite, and more. On top of that, they are also home to streaming superstars such as Jack ‘CouRageJD’ Dunlop and Rachell ‘Valkyrae’ Hofstetter, and run an incredibly successful streetwear division which regularly sells out within minutes of launch.

Now, 100 Thieves have confirmed that they’ll be teaming up with Chipotle, which they announced in a hilarious video that only the organization’s famous video crew could put together.

As part of this new partnership, Chipotle will feature meals designed by Nadeshot and BrookeAB that hungry fans can order via their mobile app.

The 100T CEO’s order is an 1505-calorie burrito filled with double steak, brown rice, tomatillo-green chili salsa, cheese, and romaine lettuce, with an additional helping of chips and green salsa on the side.

As for Brooke, she’s opted to go with a much more conservative order, as her 675-calorie bowl includes steak, white rice, roasted-chili corn salsa, romaine lettuce, cheese, and queso blanco.

This isn’t the first time that Chipotle have moved into the world of esports, previously hosting the Chipotle Challenger Series at DreamHack Atlanta – a Fortnite battle royale tournament hosted for fans at the event.

Players could compete using their own PCs or on systems provided by DreamHack for free, with the winner picking up free Chipotle for a year, along with VIP experiences.

The company was also one of OpTic Gaming’s main sponsors during the legendary organization’s run to their first Call of Duty Championship back in 2017, and partnered with TSM’s Ali ‘Myth’ Kabbani to allow him to create his own burrito inside one of the restaurant’s locations.

In fact, this isn’t even the first time that Chipotle and 100 Thieves have linked up, with CouRage getting to feature his own creation on the restaurant’s app, which is still available.

Chipotle joins Rocket Mortgage, Red Bull, Cash App, and Totino’s as 100 Thieves partners, and will appear on all esports jersey moving forward as their teams compete around the world.

The team recently unveiled the largest esports facility in the United States, the 100T Cash App Compound, a state-of-the-art 15,000 square feet location that houses all of their esports teams, apparel creation, and includes streaming pods for anyone who wants to broadcast out of the location.


Activision in talks to reduce fees owed by CDL & Overwatch League teams

Published: 2/Dec/2020 22:14

by Theo Salaun


Recent reports from The Esports Observer indicate that Activision Blizzard are in the midst of discussions to possibly reduce the amount the amount owed by Overwatch League and Call of Duty League franchises as part of their entry fees.

With all OWL and CDL plans derailed over the past year, Activision are reportedly trying to rework the hefty investments that organizations have made into their franchising opportunities. When the massive game development company pitched both leagues, neither was expected to be profitable in the short-term, but projections have taken an even greater hit due to current global restrictions.

A groundbreaking esports concept centered around the city-based model that is used in traditional sports, Activision required $20 million entry fees for the OWL’s first 12 teams and then fees in the range between $30 to $60 million for its next eight. For the CDL’s inaugural season, 12 teams needed to put up at least $25 million apiece, even more for cities that were in high-demand.

Now that the plans for local events have understandably shifted, neither league is expanding for their next season and ownership groups in both are looking for ways to save cash. As reported by The Esports Observer’s Adam Stern, this has engendered cost-cutting discussions with Activision’s latest new senior executive hire, Tony Petitti.

overwatch league 2020 event crowd
Ben Pursell For Blizzard Entertainment
One of the many avid crowds at Overwatch League events.

Petitti, formerly Major League Baseball’s deputy commissioner, was hired by Activision Blizzard CEO Bobby Kotick to a senior role involved with both of their leagues as the President of Sports and Entertainment. He joins Johanna Faries, a former National Football League executive, who brings a traditional sports perspective as the commissioner for both the CDL and OWL.

Given their experience with city-based sports leagues, Activision is likely aware of the profitability challenges that their current esport and sport investment groups are facing. As such, it should be no surprise that they are willing to have conversations about concessions that can make current projections fit closer to the original expectations.

As Stern reports, those discussions have included discounting some of the original entry fees: “one idea that is being weighed is reducing the amount of money they owe to the video game maker.” 

Call of Duty League LAN
Call of Duty League
Following in the OWL’s footsteps, the CDL also had huge enthusiasm for live events.

With Immortals Gaming Club selling their Los Angeles Call of Duty franchise to 100 Thieves and reportedly being interested in selling their OWL spot as well, many are wondering if franchise valuations have shifted.

Fortunately, it appears that the profitability projections have remained somewhat consistent despite current predicaments. As reported by Forbes’ Christina Settimi, 100 Thieves COO John Robinson would not set an exact figure on their LA Thieves purchase, but suggested that “franchise values have held up.”

Activision would likely want to avoid an exodus of owners, so these discussions to cut costs and protect brand health are reportedly ongoing.