OneTeam Partners Acquires Theorycraft

OneTeam Partners Acquires Theorycraft

The esports world gets another partnership as the industry as a whole is growing every day. A North American sports agency OneTeam Partners has announced the acquisition of an esports and gaming consulting firm called Theorycraft. OneTeam Partners acquires Theorycraft is the big news today, though it’s not a big surprise considering the sheer growth of the esports industry.

OneTeam helps athletes in many ways as they help athletes manage and increase their commercial value. In a world where esports players are getting a lot of exposure to media via streaming services and big brands sponsoring both players and tournaments, it seemed like the perfect market to enter.


The breakdown of this acquisition is pretty straightforward as the co-founders of Theorycraft will strengthen their presence in esports and also boost their expertise in the field.

As part of the deal, OneTeam is bringing a few people on board as the company is going to get bigger, and as the world of competitive gaming is getting way more attention than years past.

Theorycraft co-founders Lauren Gaba Flanagan and Nathan McVitty will be integrated into OneTeam Partners. Their positions will be the director of strategy and the director of creative. Bryce Blum will also be remaining as part of the group as a consultant.

The CEO of Splyce Marty Strenchevilk, who heads the Competitive Gaming company, leads OneTeam Partners. The senior vice president of the company, Daniel Radford, was the former Disney Games and Interactive Experiences VP of Business Development.
OneTeam Partners Acquires Theorycraft Logo
Bryce Blum is an esports lawyer who co-founded Theorycraft, the sports marketing giants. He has years of experience working with sports teams by assisting them in their ventures into the esports industry.

OneTeam wanted to get in the market for competitive gaming because of its footprint by being a part of many associations in the industry. Some associations that caught the attention of the company are League of Legends’ LCS Players Association and the Counter-Strike Professional Players’ Association (CSPPA).

The company does not stop there as they are involved in the market for other sports. OneTeam is backed by NFL Players Association, MLB Players Association, and investment firm RedBird Capital Partner. They help athletes with the naming rights which revolve around things like image and likeness.

They also have made a name in other sports as well. They work with athletes in the Women’s Women’s National Basketball Players Association, Women’s National Team Players Association in soccer, MLS Players Association, and the US Rugby Players Association.

The Chief Product Officer of OneTeam, Henry Lowenfels, stated:

“After working with Theorycraft on successful projects such as the Madden Pro Bowl, we recognized their unique skillset and their ability to engage audiences in new ways. We are thrilled to add some of the best creative and strategic minds in the industry to OneTeam.”

Theorycraft started in September 2019 and has done a lot in facilitating partnerships in this space. The company is probably known for its part in making the finance giant company SoFi and League of Legends developers Riot Games in an effort to support the amateur and semi-professional scene in North America.


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About Timothy Kim 17 Articles
I am a student at the University of Miami. I am currently majoring in sports management and minoring in entrepreneurship. My hobbies are watching sports especially NCAAB, NBA, MLB, and the UFC. I also enjoy investing in the stock and crypto currency market. I hope to pursue a masters in the future in Finance or a degree in law to have the chance to work with athletes in the future.