The upcoming Long Beach Grand Prix in California will see a collaboration between North American esports organization 100 Thieves and Japanese car brand Lexus. The two brands will showcase a set of activations during the race weekend, including a Lexus race car adorned with a 100 Thieves livery, custom jerseys, esports competitions, and other engaging events.
This partnership marks the first time that 100 Thieves will be involved in a racing space activation, with their branding featured on a Lexus GT race car operated by Lexus Racing. The car’s design is influenced by a collaborative esports jersey created by both 100 Thieves and Lexus, set to debut during the Long Beach race weekend.
Established in 2021, the partnership between 100 Thieves and Lexus has yielded various digital and in-person activations. Lexus, Toyota’s luxury division and a strong presence in the United States since the 1990s, is also known for its involvement in esports through partnerships with entities such as 100 Thieves and the Esports Awards. The luxury car brand currently serves as the official luxury car partner for 100 Thieves and lends its name to the Lexus Content House.
The collaboration between 100 Thieves and Lexus at the Long Beach Grand Prix is not the first instance of esports-themed racing car liveries. OpTic Gaming, another prominent esports brand in the United States, recently teamed up with NASCAR Cup team Spire Motorsports for the Texas Grand Prix. This partnership featured a car design with significant OpTic branding and a jointly developed merchandise line, mirroring the efforts of 100 Thieves and Lexus.
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