Subway, one of the world’s largest restaurant brands, has announced its partnership with 100 Thieves, the premier lifestyle brand and gaming organization. The announcement was made on May 10, 2023, at Subway’s headquarters in Miami.
Founded in 2017 by Call of Duty World Champion and YouTube star Matthew “Nadeshot” Haag, 100 Thieves has championship-winning esports teams competing in Call of Duty, Valorant, League of Legends, and Apex Legends. On top of gaming, the LA-based brand is also known for its apparel, for rapidly selling out new drops, and for working with various collaborators.
In addition to its esports and apparel, 100 Thieves also works with premier gaming talent – including co-owners Valkyrae and CouRage – to produce world-class gaming content across all the major platforms, including podcasts, docuseries, and social content.
Subway Will Sponsor 100 Thieves Match-Day Jerseys
As part of the partnership, Subway will become the Official Sandwich of 100 Thieves and the marquee partner of its League of Legends professional team.
Subway will also overhaul 100 Thieves’ dedicated training room for League of Legends at its headquarters in Culver City, California, ahead of the LCS Summer Split, a key qualifier in the North American championship.
In addition, Subway will refresh the match-day jerseys for its other pro teams competing in Valorant and Apex Legends. These Subway-branded jerseys will be available for purchase online via the official website so fans can look and eat like the pros. Similar to the image below.
“We are proud to be a part of the success stories of the best athletes in all sports. The incredible competitors and creators at 100 Thieves are no different,” said Carrie Walsh, Chief Marketing Officer for Subway. “They’ve grown up with Subway, and we have fueled their success. It’s only fitting that Subway would step up to help 100 Thieves reclaim its rightful place at the top of the esports world.”
According to 100 Thieves President John Robinson, “Subway is synonymous with fueling talent and teams across multiple competitive verticals. As new members of the collective, they’re helping refresh our edge in the LCS and beyond. There are only great things ahead.”
