After a multi-year hiatus, North American esports and lifestyle powerhouse 100 Thieves has made its long-awaited return to competitive Counter-Strike. Partnering with Roobet, 100 Thieves is launching its new CS2 roster under the name 100 Thieves Roobet.
100 Thieves x Roobet
According to the official announcement, the Roobet partnership is one of the largest in 100 Thieves’ history, a bold statement for an organization already known for high-profile collaborations with brands such as Gucci, Lexus, and AT&T.
But this deal is more than a financial milestone; it represents a long-term strategic investment into Europe, the heartland of competitive Counter-Strike.
“Europe is at the centre of that community, and by establishing a permanent home there, we’re committing to doing this the right way,” said Jacob Toft-Andersen, President of 100 Thieves.
This move positions 100 Thieves as a truly global esports contender with deep roots in both North America and Europe. For Roobet, the partnership brings the brand back to its gaming roots while supporting the next chapter in competitive CS2.
A European Expansion: New Training Facility in Serbia
As part of the collaboration, 100 Thieves will open a state-of-the-art training facility in Serbia, a growing hotspot for esports talent and infrastructure. This new base will serve not only as a training ground for the team but also as a content hub for streamers, creators, and influencers across the global Counter-Strike community.
By blending competitive excellence with lifestyle branding, 100 Thieves aims to redefine what it means to be an esports organization in 2025 and beyond. The Serbia facility highlights the brand’s focus on building community, fostering creativity, and maintaining a consistent presence in the heart of European esports.
Giving Back: Esports with Purpose
One of the most inspiring elements of this announcement is the commitment to community impact. For every player revealed on the new 100 Thieves Roobet roster, a donation will be made to a charity of that player’s choice.
In addition, both 100 Thieves and Roobet have pledged to tie further charitable contributions to major team milestones throughout the competitive season. These initiatives demonstrate that the collaboration isn’t just about performance; it’s about purpose.
“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,” said Allen Temiz, Director of Partnerships at Roobet.
This approach strengthens the organization’s reputation as one that values integrity, creativity, and community impact as much as it does trophies.
What It Means for Counter-Strike Esports
The return of 100 Thieves to Counter-Strike could have a lasting impact on the competitive landscape. Once a staple organization in CS:GO, 100 Thieves brings with it a massive fanbase, top-tier content production, and a reputation for blending esports with culture and entertainment.
More:100 Thieves Teases Expansion
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