100 Thieves announces Lexus as its first luxury auto partner

100 Thieves

100 Thieves and Lexus have officially announced their sponsorship, making Lexus the first luxury auto partner of 100 Thieves. Lexus seeks to attract the next generation of Lexus buyers by connecting to 100 Thieves’ ever-growing audience of gamers.  

As the entitlement sponsor, the 100 Thieves Content House becomes the Lexus Content House. It will incorporate a full build-out of a Lexus Lounge within one of the most successful content houses in gaming. Both brands venture to successfully bridge premium lifestyle and gaming, through resonating content developed by 100 Thieves’ very own YouTube and Twitch powerhouses, Valkyrae and Fuslie. 

Lexus sees an authentic connection between vehicles, culture and premium lifestyle. We are thrilled to have found a like-minded partner in 100 Thieves,” said Vinay Shahani, vice president of marketing at Lexus. “Through our collaboration, our goal will be to surprise and delight the 100 Thieves community with innovative content and elevated experiences developed uniquely for them.”  

“We are so excited to partner with such a legendary and premium brand such as Lexus,” said Matthew “Nadeshot” Haag, Founder & CEO of 100 Thieves. “Both of our brands focus on quality and innovation within each of our industries. We’re so excited to show our fans our new set of wheels and all the amazing content to come out of the content house.”   

The sponsorship was announced during the 100 Thieves Content House episode Trivia Gamer Car Challenge, which features newly named Lexus ambassadors Valkyrae and Fuslie in the one-of-a-kind, custom Lexus Gamers IS vehicle. 


100 Thieves (“Hundred Thieves”) is the premier lifestyle brand and gaming organization. Based in Los Angeles, the company was founded by former Call of Duty World Champion and YouTube sensation Matthew “Nadeshot” Haag. 100 Thieves has leading esports teams competing in Call of Duty, League of Legends, Fortnite, and VALORANT. The brand is recognized globally for its streetwear-inspired apparel, known for rapidly selling out. 100 Thieves produces top gaming podcasts and massively popular YouTube content, created by its world-class gaming talent including CouRageJD, Valkyrae, and BrookeAB. 


Lexus’ passion for brave design, imaginative technology, and exhilarating performance enables the luxury lifestyle brand to create amazing experiences for its guests. Lexus began its journey in 1989 with two luxury sedans and a commitment to pursue perfection. Since then, Lexus has developed its lineup to meet the needs of global luxury customers in more than 90 countries.

In the United States, Lexus vehicles are sold through 243 dealers offering a full lineup of luxury vehicles. With six models incorporating Lexus Hybrid Drive, Lexus is the luxury hybrid leader. Lexus also offers eight F SPORT models and two F performance models. Lexus is committed to being a visionary brand that anticipates the future for luxury customers. 

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