Automobili Lamborghini has extended its collaboration with ESL FACEIT Group (EFG), stepping in as the Official Automotive Partner for DreamHack events across Europe and the United States.
What’s known about Lamborghini’s DreamHack deal?
The new agreement is set to run through the end of 2028.
“Through the worlds of gaming and digital, we aim to translate the Lamborghini dream into new, immersive experiences for a highly passionate and dynamic audience. Our iconic and forward-looking design strongly resonates with younger audiences, who recognise in the brand an expression of their aspirations and identity.”
Christian Mastro, Marketing Director at Automobili Lamborghini
This extension follows a series of successful pilot activations in 2025, during which Lamborghini established a presence at DreamHack festivals in Dallas and Stockholm.
Under the new deal, Lamborghini’s first activation will take place at DreamHack Atlanta, scheduled for May 15-17. Attendees will have the opportunity to interact with two Lamborghini Temerario models showcased within the festival grounds. Additionally, the brand will be featured prominently in the festival’s sim racing challenges.
How is Lamborghini involved in esports and gaming?
The partnership with EFG is part of a broader push by Lamborghini into the gaming and esports ecosystem. In March 2026, the company launched a dedicated "open world" in Fortnite. Previously, the brand collaborated with major titles such as Rocket League, PUBG Mobile, and Asphalt 9: Legends. Lamborghini’s first foray into esports dates back to 2020, when it hosted its proprietary tournament, "The Real Race", using the Assetto Corsa Competizione platform.
Automotive brands have become staples of the gaming and esports sponsorship landscape, maintaining years of active involvement and event support. In 2026 alone, the Chinese manufacturer OMODA joined as a partner for VCT EMEA & Game Changers, while Mercedes-Benz and KIA extended their respective agreements with Riot Games across various League of Legends esports series. Meanwhile, BMW continues its involvement through partnerships with several tier-1 esports organizations, including T1 and G2 Esports.
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