North American esports and lifestyle brand 100 Thieves has announced its return to competitive Counter-Strike with a new team for Counter-Strike 2 (CS2), following a multi-year partnership with Roobet, which will serve as the presenting and naming rights sponsor.
The new roster will compete under the name 100 Thieves Roobet, marking the organisation’s re-entry into one of esports’ most established titles.
According to a release, the partnership with Roobet is one of the largest in 100 Thieves’ history and will directly support the organisation’s expansion into Europe. As part of the deal, a new training facility will be established in Serbia, which will also act as a content hub for streamers and creators within the global Counter-Strike community.
“Counter-Strike has always been a cornerstone of esports, and CS2 has sparked new energy worldwide,” said Jacob Toft-Andersen, President of 100 Thieves. “Europe is at the centre of that community, and by establishing a permanent home there, we’re committing to doing this the right way. With Roobet as a partner, we’re building something our fans can be proud of.”
Allen Temiz, Director of Partnerships at Roobet, added: “Our founding team met playing CS online, so this partnership with 100 Thieves feels like coming home. Joining forces to launch 100 Thieves Roobet is not just a business move, it’s a passion project rooted in the very DNA of our company.”
In addition to returning to competition, both parties have pledged to give back to the wider community. For every player revealed on the new roster, a donation will be made to a charity of that player’s choice.
Additional charitable contributions are planned to coincide with team milestones throughout the competitive season.
Expanding the 100 Thieves Brand Abroad
Founded in 2017 by Matthew ‘Nadeshot’ Haag, someone who has had their own Roobet partnership, 100 Thieves is best known for its success in VALORANT and League of Legends, with the team very recently stepping away from the latter title.
The organisation last fielded a Counter-Strike: Global Offensive (CS:GO) team in 2020 before withdrawing due to logistical and competitive challenges.
The move represents a renewed international push for 100 Thieves, following the merger of parent company GameSquare with FaZe Clan in 2023. It also sees continued collaborations with major sponsors such as Lexus, AT&T and Razer.
While Roobet is primarily known as a crypto casino and sportsbook operating in markets such as Canada, Mexico and parts of Europe and South America, 100 Thieves has clarified that no gambling streams or direct betting content will feature on its social media channels as part of this partnership.
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