Lamborghini Extends DreamHack Collaboration with EFG Until 2028

ESL FACEIT Group has forged a long-term partnership with Automobili Lamborghini, designating the iconic Italian supercar brand as the official automotive partner for DreamHack festivals across the U.S. and Europe.

Kicking off with DreamHack Atlanta from May 15-17, Lamborghini will host various onsite activities. Attendees can expect to see two Lamborghini Temerario cars featuring gaming-themed liveries — the “Play Louder” design and a “Fast ForWorld created in Fortnite” design — cruising through Atlanta before being showcased at the event’s Creator Hub. Additionally, Lamborghini will be part of the sim racing challenges at DreamHack Atlanta.

This partnership builds on Lamborghini’s previous activations at DreamHack events in Dallas and Stockholm in 2025, where the brand highlighted gaming experiences, including Vesaro x Automobili Lamborghini racing simulators and a Lamborghini Revuelto adorned with a festival-themed livery. The new agreement extends their collaboration through 2028.

For ESL FACEIT Group, this partnership introduces a high-profile non-endemic brand into the DreamHack festival scene, aligning with the trend of gaming events evolving into broader youth-culture platforms rather than just esports-focused gatherings. For Lamborghini, the focus is less on immediate vehicle sales and more on long-term brand positioning.

This distinction is crucial. Most DreamHack attendees are not likely to be immediate buyers of Lamborghini vehicles. However, for a luxury automaker with limited production numbers, the value of engaging with the gaming community transcends mere transactions. In 2025, Lamborghini delivered 10,747 vehicles and reported €3.20 billion EUR ($3.76 billion USD) in revenue, highlighting that the brand’s marketing challenge lies in maintaining aspiration, cultural relevance, and future demand among younger audiences.

Lamborghini has been cultivating its gaming strategy for several years. The company launched its inaugural esports competition, The Real Race, in 2020, expanded its sim racing initiatives, and developed digital engagement through Fast ForWorld, its gaming platform. The 2025 DreamHack Dallas event also featured a dedicated Revuelto display and sim racing integrations, indicating that this partnership formalizes an ongoing strategy rather than being a new venture.

“Building on the success of DreamHack Dallas and Stockholm, we are thrilled to extend our partnership with Lamborghini into a long-term agreement,” stated Daniel Mauritz, SVP Brand Partnerships at ESL FACEIT Group. “Lamborghini is not just a partner; they are a vital force in enhancing the experience for fans, players, and creators through innovation and premium integration. Together, we are setting new standards for how brands can authentically engage with the next generation.”

Christian Mastro, marketing director at Automobili Lamborghini, emphasized that the partnership aims to connect the brand with younger consumers through gaming and digital experiences.

“Through the realms of gaming and digital, we aspire to transform the Lamborghini dream into new, immersive experiences for a passionate and dynamic audience,” Mastro remarked.

This partnership is significant as it illustrates a broader trend among luxury automotive brands leveraging gaming. Instead of viewing esports as a straightforward advertising opportunity, Lamborghini is utilizing DreamHack as an experiential brand channel: showcasing physical cars for visibility, engaging creators for social reach, incorporating sim racing for product relevance, and integrating digitally to connect with younger consumers who may first encounter the brand in virtual environments.