ESL FACEIT Group and Automobili Lamborghini announce long-term partnership for DreamHack gaming festivals

London, May 12th, 2026 – ESL FACEIT Group (EFG), a global leader in esports and interactive gaming entertainment, and Automobili Lamborghini, the legendary Italian supercar manufacturer, have unveiled a long-term strategic partnership designed to deepen the intersection between high-performance automotive culture and global gaming communities.

Under the agreement, Automobili Lamborghini becomes the Official Automotive Partner of DreamHack festivals across the United States and Europe. The collaboration will expand the brand’s footprint across EFG’s international event portfolio through prominent on-site integrations, immersive fan experiences, and premium vehicle showcases on festival floors.

The partnership builds on Lamborghini’s successful appearances at DreamHack Dallas and Stockholm in 2025, where the brand introduced gaming audiences to a series of experiential activations designed to merge automotive design, digital culture, and interactive entertainment. Highlights included the debut of Vesaro x Automobili Lamborghini racing simulators and the Lamborghini Revuelto—the brand’s first High Performance Electrified Vehicle—presented in a bespoke festival-themed livery.

These activations resonated strongly with DreamHack’s highly engaged community, known for its appetite for innovation, technology, and high-performance experiences. Following that response, the collaboration now enters a long-term phase, with Lamborghini set to play a more prominent role across EFG events through 2028.

At DreamHack Atlanta, taking place May 15–17, Lamborghini will bring its presence to life through a series of on-site activations. Two Lamborghini Temerario models, each wrapped in custom gaming-inspired designs—the Temerario Play Louder Livery and the Temerario Fast Forworld Fortnite-themed livery—will travel through Atlanta ahead of the festival before arriving at the venue. Once onsite, both vehicles will be displayed in the Creator Hub, offering fans an up-close experience with the supercars.

The brand will also feature in DreamHack Atlanta’s sim racing competitions, alongside additional interactive activations designed to extend engagement throughout the festival weekend.

The partnership reflects Lamborghini’s broader strategy to expand into digital culture and connect with younger audiences through shared values of design, performance, and immersive experience. By entering the gaming festival space, the brand positions itself directly in front of Gen Z and Gen Alpha communities—audiences that are increasingly shaping cultural trends but are often difficult to reach through traditional marketing channels.

Through DreamHack, Lamborghini extends its identity into one of the world’s largest gaming festival ecosystems, blending physical automotive presence with digital-native experiences to create a seamless bridge between real-world and virtual engagement.

Looking ahead, ESL FACEIT Group and Lamborghini intend to further expand the partnership with new activations, experiential formats, and collaborative projects across future DreamHack events and beyond.

“Building on the success of DreamHack Dallas and Stockholm, we are excited to extend our partnership with Lamborghini into a long-term agreement. 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,” said Daniel Mauritz, SVP Brand Partnerships at ESL FACEIT Group.

“We are proud to become the main automotive partner of this event, marking an important step in bringing Lamborghini closer to new generations,” said Christian Mastro, Marketing Director at Automobili Lamborghini. “Through gaming and digital ecosystems, we aim to translate the Lamborghini dream into immersive experiences for a passionate and dynamic audience. Our iconic design language strongly resonates with younger generations, who see the brand as an expression of aspiration and identity. With this partnership, we aim to let fans experience Lamborghini in a more meaningful and engaging way.”