100 Thieves Announces CS2 Comeback With Roobet

North American esports brand 100 Thieves has returned to competitive Counter-Strike through a multi-year partnership with Roobet, which will serve as its presenting and naming rights sponsor. The new team, 100 Thieves Roobet, marks the organization’s comeback to one of esports’ most iconic titles.

The partnership, one of the largest in 100 Thieves’ history, will drive the organization’s expansion into Europe. As part of the agreement, 100 Thieves will open a training and content facility in Serbia, strengthening its presence within the Counter-Strike ecosystem and supporting its growing network of streamers and creators.

100 Thieves President, Jacob Toft-Andersen, said Counter-Strike remains a cornerstone of esports, noting that CS2 has reignited global excitement for the game. He added that Europe is “at the centre of that community,” and that establishing a permanent base there shows the organization’s commitment to “doing this the right way,” with Roobet as a long-term partner.

100 Thieves Roobet Expands Global Footprint

The partnership includes a community initiative where 100 Thieves and Roobet will donate to a charity chosen by each player revealed, with more contributions planned around major team milestones to link competition with social impact.

Founded in 2017 by Matthew “Nadeshot” Haag, 100 Thieves previously competed in Counter-Strike: Global Offensive (CS:GO), before exiting in 2020 due to logistical challenges. The return follows GameSquare’s 2023 merger with FaZe Clan, which expanded 100 Thieves’ global reach and access to new sponsorship opportunities.

Past Partnerships and Their Broader Impact

100 Thieves’ earlier collaborations have played a major role in defining its esports and lifestyle identity. Partnerships with Lexus, AT&T, and Razer extended the organization’s influence into technology, automotive, and consumer markets. The Lexus partnership produced co-branded digital content, while Razer provided premium equipment for creator studios, both of which strengthened the brand’s mainstream visibility.

The Roobet collaboration continues this pattern internationally, supporting both content creation and competition. 100 Thieves has clarified that no gambling or betting content will be shared on its official platforms despite Roobet’s operations in the casino and sportsbook sectors.

By returning to Counter-Strike with Roobet, 100 Thieves reinforces its global expansion strategy, combining esports competition, creative partnerships, and community engagement, to grow its international presence.