North American esports and gaming organisation 100 Thieves has announced a set of activations with Japanese car brand Lexus for the upcoming Long Beach Grand Prix which will be held in Long Beach, California.
A Lexus race car will be fitted with a 100 Thieves livery, and the two brands will host a number of activations across the race weekend, including custom jerseys, esports competitions and other activations.
Lexus is the luxury arm of Japanese car maker Toyota, most known for its stable presence in the United States since the 1990s. The car maker is also present in the world of esports, partnering with the likes of 100 Thieves and the Esports Awards.
The partnership between 100 Thieves and Lexus was first announced in 2021, and the two brands have worked together on digital and in-person activations since then. The 100 Thieves content house is called the Lexus Content House, and the brand is the official luxury car partner for the North American organisation.
This upcoming activation is the first activation taking place in the racing space, with the esports organisation’s branding appearing on a car that will compete in the race weekend.
The car that will be used is a Lexus GT operated by the company’s official motorsports arm, Lexus Racing. According to Lexus, the design of the car is inspired by a collaborative esports jersey 100 Thieves and Lexus created together. The jersey will be presented for the first time during the race weekend at Long Beach.
This is surprisingly not the first esports-themed racing car livery in recent times. OpTic Gaming, another major esports brand in the United States, recently partnered with a NASCAR Cup team Spire Motorsports for the Texas Grand Prix, its second time partnering with the same team for a car design.
The NASCAR car was fitted with large OpTic branding, and the two brands created a merchandise line together, similar to what 100 Thieves and Lexus are doing.