Lexus collaborates with the Esports Awards for a fourth year

30 September 2022


esports awards and lexus collab announcement
Image credit: Esports Awards

Ahead of its seventh annual event, the Esports Awards has revealed luxury automaker Lexus as its official title sponsor.

This is the fourth year that Lexus has collaborated with the awards event. The company will once again sponsor the ‘Esports Awards Streamer of the Year’ and ‘Esports Organisation of the Year’ categories.

Both parties will also collaborate on several ‘electrifying’ campaigns to further recognise and celebrate those who have made a difference in the esports space. Neither Lexus nor Esports Awards have revealed exact details of the partnership, or what the shared activations will entail.

Lexus first entered the esports scene in 2019, when it partnered with the Esports Awards to provide a selection of supercars that took centre stage at Esports Stadium Arlington. Since the event was virtual due to the coronavirus pandemic, the luxury automaker helped out with content creation for the broadcast.

In 2021, Lexus evolved its activations by unveiling the Gamers’ IS, an automobile designed for gamers, with the company further highlighting its interest in esports and gaming. Besides the Esports Awards, Lexus also joined forces with 100 Thieves last year and was named the organisation’s luxury automotive partner.

Michael Ashford, CEO of Esports Awards, commented on the partnership: “Lexus is a staple partner of the Esports Awards and as presenting partner once again reaffirm their commitment to the competitive gaming space. 

“It’s an honour to build with a luxury automotive company that always challenges our platform to build the best experience for attendees and viewers globally. Whilst it’s our fourth year with Lexus, it’s our first year of delivering a best-in-class event in Vegas alongside them.”

The luxury automaker joins the likes of Plarium, Verizon, Tyson, Secretlab, amongst others, as event partners of this year’s Esports Awards.

Radina Koutsafti
Radina has been a Freelance Journalist for Esports Insider since 2021. When not playing Apex Legends, she enjoys writing about tech, equality and education in esports.