100 Thieves announced today that Lexus has become the official sponsor of the organization’s content house. The sponsorship will seek to attract the next generation of Lexus buyers by connecting to the gaming and esports audience. This makes Lexus the first luxury auto partner of the organization.

The organization’s content house will now be known as the Lexus Content House and will incorporate a full Lexus lounge. After its collaboration with Gucci, it’s obvious that the organization is looking to bridge the gap between the gaming and luxury lifestyles by releasing Lexus-branded content through both Valkyrae and Fuslie, both of which are newly named Lexus ambassadors.

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“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.”

Matthew “Nadeshot” Haag, Founder and CEO of 100 Thieves, added: “We are so excited to partner with such a legendary and premium brand such as Lexus. 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.”