North American organisation 100 Thieves has appointed American audio company JBL as its official audio partner.

The organisation’s players will be equipped with JBL Quantum products for practising, competing, and streaming.

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JBL only recently expanded into gaming in January of 2020. Besides a deal with ONE Championship, 100 Thieves is its first major partnership with an esports company since it began focusing on gaming. The deal will put JBL’s Quantum headsets across the 100 Thieves Cash App Compound.

Matthew “Nadeshot” Haag, CEO of 100 Thieves, spoke on the new partner: “JBL has been a leader in audio for over 70 years. JBL is a perfect example of what 100 Thieves is aspiring to do in the gaming industry. The world is in an interesting place right now and we are in trying times; JBL has done a phenomenal job of keeping our staff connected as we move this company forward while working from home.”

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JBL will also act as a jersey sponsor for 100 Thieves – in which a collection of jerseys will be given away to fans through a sweepstake this spring. The organisation will also be giving out 50 headsets to gamers in quarantine.

Ralph Santana, Chief Marketing Officer at HARMAN, the parent company of JBL, also spoke on the deal: “Our partnership with 100 Thieves highlights our drive and commitment to launching the world’s best lineup of gaming headsets and speakers to date. These are some of the top competitive gamers in the industry, so we are proud to offer the JBL Quantum Range to help them reach countless more victories. From detecting crossfires to the slightest enemy movements, we developed the JBL Quantum Range to have the most accurate soundscape ever, leaving players to truly feel like they’re inside the game.”

Esports Insider says: Headsets are about as endemic as endemic partnerships get. JBL is unique with its audio experience outside of gaming but, much like gaming chairs, gaming headsets can suffer from the issue of paying extra for marketing.

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