100 Thieves announces Lexus partnership

North American esports organisation 100 Thieves has announced a partnership with luxury automotive marque Lexus.

As a result of the partnership, the 100 Thieves Content House will be renamed the Lexus Content House. Moreover, Lexus has been named the organisation’s luxury automotive partner.

100 Thieves and Lexus
Photo credit: 100 Thieves

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Alongside the change of name, both parties will collaborate on a range of content developed by 100 Thieves content creators Rachell ‘Valkyrae’ Hofstetter and Leslie ‘Fuslie’ Fu. Both Valkyrae and Fuslie have also become Lexus ambassadors as a result of the partnership. 

Vinay Shahani, Vice President of Marketing at Lexus, spoke on the partnership in a release: “Lexus sees an authentic connection between vehicles, culture and premium lifestyle. We are thrilled to have found a like-minded partner in 100 Thieves.

“Through our collaboration, our goal will be to surprise and delight the 100 Thieves community with innovative content and elevated experiences developed uniquely for them.” 

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100 Thieves has continued to expand its commercial portfolio in 2021. The organisation has secured deals with AT&T, PepsiCo’s Rockstar energy drink brand, Truly Hard Seltzer, Twisted Tea Hard Iced Tea, and Cash App, among others.

Matthew ‘Nadeshot’ Haag, Founder and CEO of 100 Thieves, added: “We are so excited to partner with such a legendary and premium brand such as Lexus. Both of our brands focus on quality and innovation within each of our industries. We’re so excited to show our fans our new set of wheels and all the amazing content to come out of the content house.”

Esports Insider says: 100 Thieves has become one of the most recognisable brands in the esports and lifestyle sectors. As such, it’s no surprise to see a range of non-endemic brands collaborate with the organisation in order to appeal to a new demographic. 

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