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.
