Lexus is officially sponsoring the gaming brand 100 Thieves. The luxury auto maker is making its “biggest step to-date” in the gaming industry as the official luxury auto partner of the esports organization and lifestyle brand. Founded by former Call of Duty World Champion and YouTuber Matthew “Nadeshot” Haag, 100 Thieves has often been named “the Supreme of esports” as it has merged the worlds of competitive gaming and apparel. The 100 Thieves Content House is now the Lexus Content House, and YouTube and Twitch streamers for the esports brand are now considered Lexus ambassadors collaborating with the automaker on a variety of content. Brands have been doubling down on their investment in gaming and esports to connect with young people, and Lexus notes they plan to “surprise and delight the 100 Thieves community with innovative content and elevated experiences developed uniquely for them.” (AdAge)
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