North American esports and lifestyle brand 100 Thieves is making a high-profile comeback to the Counter-Strike arena. In partnership with Roobet, the team announced its new CS2 roster — 100 Thieves Roobet — and plans to establish a state-of-the-art training facility in Serbia to support European operations and content creation.
Building a European Stronghold
“Counter-Strike has always been a cornerstone of esports, and CS2 has reignited its global community,” said President Jacob Toft-Andersen. “Our goal is to create something fans can be proud of by planting roots where the scene thrives most — Europe.”
Roobet Director Allen Temiz added that the deal is personal: “Our founders met playing Counter-Strike. This partnership feels like coming home.”
A Partnership with Purpose
Beyond branding, the agreement commits both companies to community impact. For each player revealed on the roster, a donation will be made to a charity of that player’s choice, with additional contributions tied to team milestones throughout the season.
Expanding a Global Brand
Founded in 2017 by Matthew “Nadeshot” Haag, 100 Thieves is best known for success in VALORANT and League of Legends. After exiting LoL and merging with FaZe Clan under GameSquare in 2023, the organisation now seeks to reconnect with its Counter-Strike roots. The move also strengthens ties with long-time partners like Lexus, AT&T and Razer.
Responsible Growth
While Roobet operates as a crypto casino and sportsbook in selected markets, 100 Thieves clarified that no betting streams or gambling content will appear on its channels. The focus remains on competition, storytelling and creative content around the new team.
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