Drake is taking his love of gaming and Fortnite to the next level. The Toronto singer and Scooter Braun are now co-owners of the eSports and lifestyle brand 100 Thieves, founded by former professional gamer Matt “Nadeshot” Haag. Nadeshot is a former professional gamer.
In late 2017 you had Dan Gilbert the owner of Quicken Loans and the Cleveland Cavaliers putting millions of dollars into this company, and in fact according to Forbes, “100 Thieves now has $25 million in total funding, and the new influx of capital will go toward building out its content team, acquiring new talent and continuing to expand its apparel line.” Even before this announcement was made there were high profiling additions to the organization being made. Having a name like Drake associated and invested with Esports will be huge for the events further integration into mainstream media.
There’s a reason why it was such a massive pop culture moment when you had a star like Drake streaming with famous Twitch streamer Ninja. It’s attention, respect, and time from the mainstream and a notable party. Not only is it time and respect, but also money. Money matters not only in that it allows for Esports to evolve its platform, but also the transaction of money and investment shows belief in growth and success.