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

Key insights

5 takeaways

01
Esports organization 100 Thieves and luxury automotive brand Lexus are activating a partnership at the Acura Grand Prix of Long Beach, held from April 14–16, 2023.
02
The 'Lexus Racing Experience' at the event will feature a 100 Thieves-wrapped Lexus RCF GT3 vehicle, a Gran Turismo 7 play area, a custom prize-dispensing vending machine, and talent meet-and-greets.
03
100 Thieves and Lexus have maintained an official partnership since July 2021.
04
The Acura Grand Prix of Long Beach typically draws between 185,000 and 200,000+ attendees over the course of the weekend.
05
Acura has held the naming rights to the Grand Prix of Long Beach since 2019, taking over the sponsorship previously held by Toyota from 1975 to 2018.

Summary

The Los Angeles-based esports organization 100 Thieves and luxury automotive brand Lexus collaborated to execute a series of brand activations at the Acura Grand Prix of Long Beach, held from April 14–16, 2023. This initiative served to highlight the ongoing partnership between the two entities, which was officially established in July 2021. By integrating esports culture into a major traditional motorsport event, the collaboration aimed to engage a broad audience at one of Southern California’s largest annual gatherings, which typically draws between 185,000 and 200,000 attendees.

The activations were centered within the event’s expo center under the "Lexus Racing Experience." Key components included the debut of a 100 Thieves-wrapped Lexus RCF GT3 vehicle, featuring a design inspired by the organization’s collaborative esports jersey. Additional engagement efforts included a play area featuring Gran Turismo 7, a branded vending machine for prize distribution, the release of a limited-edition partner jersey, and meet-and-greet sessions with prominent 100 Thieves talent.

This activation underscores the strategic intersection of professional esports organizations and luxury automotive marketing. The event itself, the Acura Grand Prix of Long Beach, has maintained its current naming rights since 2019, following a long-standing sponsorship history with Toyota, the parent company of Lexus. The partnership reflects a broader industry trend of esports brands seeking high-visibility, physical-world activations to deepen consumer engagement and leverage the massive foot traffic associated with major North American sporting events.