ESL FACEIT Group has signed a long-term partnership with Automobili Lamborghini, making the Italian supercar manufacturer the official automotive partner for DreamHack festivals in the U.S. and Europe.
The agreement begins with DreamHack Atlanta, taking place May 15-17, where Lamborghini will stage several onsite activations. Two Lamborghini Temerario cars with gaming-inspired liveries — the “Play Louder” livery and a “Fast ForWorld created in Fortnite” livery — will be driven through Atlanta ahead of the festival before being displayed at the event’s Creator Hub. Lamborghini will also be integrated into DreamHack Atlanta’s sim racing challenges.
The deal builds on Lamborghini’s DreamHack activations in Dallas and Stockholm in 2025, where the company showcased gaming-focused experiences, including Vesaro x Automobili Lamborghini racing simulators and a Lamborghini Revuelto with a festival-themed livery. The new agreement extends the relationship through 2028, according to the announcement.
For EFG, the partnership adds a premium non-endemic brand to DreamHack’s festival ecosystem at a time when gaming events are increasingly positioned as broader youth-culture platforms rather than traditional esports-only gatherings. For Lamborghini, the commercial logic is less about immediate vehicle sales and more about long-term brand positioning.
That distinction matters. DreamHack attendees are not, in most cases, near-term Lamborghini buyers. But for a luxury automaker with limited annual production, the value of gaming is not purely transactional. Lamborghini delivered 10,747 vehicles in 2025 and generated €3.20 billion EUR ($3.76 billion USD) in revenue, according to the company’s latest annual results, underscoring that the brand’s marketing challenge is not mass-market conversion but sustaining aspiration, cultural relevance, and future demand among younger audiences.
Lamborghini has been building that gaming strategy for several years. The company launched its first official esports competition, The Real Race, in 2020, later expanded its sim racing activity, and has also developed digital brand touchpoints through Fast ForWorld, its gaming and digital engagement platform. Its 2025 DreamHack Dallas appearance also included a dedicated Revuelto display and sim racing integrations, showing that the EFG deal formalizes an existing direction rather than marking a first experiment.
“Building on the success of DreamHack Dallas and Stockholm, we are excited to extend our partnership with Lamborghini into a long-term agreement,” said Daniel Mauritz, SVP Brand Partnerships at ESL FACEIT Group. “Lamborghini is not just a partner, but a key enabler in elevating the experience for fans, players and creators through innovation and premium integration. Together, we are raising the bar for how brands can authentically connect with next-generation audiences.”
Christian Mastro, marketing director at Automobili Lamborghini, said the partnership is intended to bring the brand closer to younger consumers through gaming and digital experiences.
“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,” Mastro said.
The partnership is notable because it reflects a broader shift in how high-end automotive brands are using gaming. Rather than treating esports as a direct-response media buy, Lamborghini is using DreamHack as an experiential brand channel: physical cars for attention, creator-facing activations for social reach, sim racing for product relevance, and digital integrations for younger consumers who may first encounter the brand in virtual spaces.