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L.A. Thieves Partner With Dollar Shave Club

The L.A. Thieves, 100 Thieves’ new Call of Duty League team, today will announce its first founding partner of the team, with Dollar Shave Club coming on board.

Terms of the deal were not released, but DSC will be featured on the Thieves’ player kits, serve as a presenting sponsor of two content series and sponsor the team’s practice facility at the Cash App Compound in L.A.

100 Thieves Founder & CEO Matthew “Nadeshot” Haag said in a prepared statement: “Call of Duty means so much to me, so I’m really excited to have another true Los Angeles company, Dollar Shave Club, join us as the founding partner for LA’s newest team, the LA Thieves. It’s going to be a great season.”

100 Thieves is joining CDL this season in a move that is important for both sides; the gaming organization and Haag have long been associated with Call of Duty Esports, but 100 Thieves originally didn’t buy into the league when it newly reorganized as a franchised property with geo-located teams last year. However, the organization eventually decided to this offseason in part because it found a middle-ground solution of keeping its Thieves name as the team mascot and by being able to secure a slot in L.A. when Immortals Gaming Club decided to divest from CDL.

The two content series that DSC will sponsor are a docu-series on the 2021 season and a commentary series hosted by a former CDL pro player. 100 Thieves says that it will also work DSC into other content, live-streamed events and limited-edition items. DSC, the California-based razor/grooming company, says it is striking this partnership at a time when it is expanding into omnichannel stores with new products.

Other partners of 100 Thieves include AT&T, Rocket Mortgage, Totino’s, Chipotle, and JBL.

The 2021 CDL season starts tomorrow at 3:00 p.m. EST when the Thieves take on the Minnesota RØKKR on YouTube.


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