Drake has transitioned from casual Fortnite player into video game overlord today, assuming the mantle of co-owner of professional e-sports organization 100 Thieves.
Drake and producer Scooter Braun (best known for working with fellow Canadian superstar Justin Bieber) are now co-owners of Matthew “Nadeshot” Haag’s 100 Thieves, coming in as the company completes its Series A funding round.
The choice to invest is an adventurous one for Drake and Braun, but not completely surprising. Unlike other popular e-sports organizations, like Evil Geniuses and Cloud9, 100 Thieves is more on par with a streetwear brand. They’re the Supreme of e-sports, alongside groups like FaZe Clan, which is run by popular YouTube creator, FaZe Banks. In fact, the official press release regarding Drake and Braun’s investment refers to 100 Thieves as a e-sports organization third, after “lifestyle brand” and “apparel” company.
From a business perspective, Haag is the type of creator and former professional gamer that Drake would want to align himself with. Haag’s extremely popular on YouTube, well connected, and influential within the e-sports entertainment sphere. Drake has already proven he has a connection with some of today’s most popular gaming entertainers and players — his relationship with Tyler “Ninja” Blevins is well documented. This appears to be a next step in that development.
Drake and Braun join Haag and Cleveland Cavaliers chairman, Dan Gilbert, as co-owners of 100 Thieves. The next step is developing apparel collaborations between 100 Thieves and Drake, according to a press release. It’s unclear if this will be a crossover with Drake’s current clothing line, OVO, or if it will remain separate.