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THE ESPORTS ADVOCATE

100 Thieves and Lexus Activate at Accura Grand Prix of Long Beach

LA-based esports organization plans a number of activities at one of the biggest races of the year.

James FudgebyJames Fudge
April 12, 2023
in Entertainment, Partnerships
Reading Time: 2 mins read
100 Thieves and Lexus activate at the Grand Prix of Long Beach

Credit: Lexus

Los Angeles-based esports organization 100 Thieves and luxury automotive brand Lexus announced this week that they will work together to showcase their partnership during the Accura Grand Prix of Long Beach from April 14 – 16. As part of their ongoing partnership, the companies plan to activate across several phases of the major street race in North America. 

Those activations will include the debut of the 100 Thieves-wrapped Lexus RCF GT3 vehicle (inspired by the design of their collaborative esports jersey); a meet-and-greet with talent such as Peter Park, ZackTTG, JHB and Josh Chx; the debut of a limited-edition partner jersey available to attendees; a branded “custom vending machine” that dispenses prizes; and a play area featuring Gran Turismo 7. All of these activities will be part of the “Lexus Racing Experience” inside the event’s expo center. 

100 Thieves officially partnered with the luxury car brand in July of 2021. 

While Lexus operates as its own division, the company is owned by Japan-based car maker Toyota Motor Corporation. One interesting fact: Since 2019, the race has been branded as the “Acura Grand Prix of Long Beach,” because Acura picked up the naming rights to the event in 2019—Toyota had sponsored the event since its inception in 1975, but at the end of 2018 it decided to end that relationship.   

The Long Beach Grand Prix is typically one of the largest events held in the city of Long Beach, California, with attendance averaging somewhere between 185,000 – 200,000+ for the weekend event. 

 

Tags: 100 ThievesActivationsCarsGrand Prix of Long BeachLexusPartnershipsRacingToyota
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James Fudge

James Fudge

With a career spanning over two decades in the esports and gaming journalism landscape, James Fudge stands as a seasoned veteran and a pivotal figure in the evolution of esports media. His journey began in 1997 at Game-Wire / Avault, where he curated gaming and community news, laying the groundwork for his expertise in the field. In his more recent roles, James cemented his status as an authority in the esports business sphere as Senior Editor Esports at Sports Business Journal and The Esports Observer between 2018 and 2021.

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