Esports tournament organisers ESL FACEIT Group have entered a long-term partnership with Automobili Lamborghini.
The luxury sports car brand has become the Official Automotive Partner for DreamHack festivals in the US and Europe through to 2028.
Lamborghini previously held activations at DreamHack Dallas and DreamHack Stockholm in 2025 and will continue at future events.
The appearances at last year’s festivals included the premiere of the Vesaro x Automobili Lamborghini racing simulators and the Lamborghini Revuelto, the first “Lamborghini High Performance Electrified Vehicle”, with a DreamHack-specific livery.
What Does Lamborghini Have Planned for DreamHack?
Lamborghini will be at this month’s DreamHack Atlanta, running May 15-17, with two Temerario cars wrapped in bespoke gaming-inspired liveries — a Temerario Play Louder Livery and a Temerario Fast Forworld created in Fortnite livery.
The two cars with gaming designs will be driven through Atlanta in the lead-up to the festival before arriving on-site in the Creator Hub for photo opportunities.
Lamborghini will also be part of DreamHack Atlanta’s sim racing challenges and will host additional activations across the event.
“Lamborghini is not just a partner, but a key enabler in elevating the experience for fans, players and creators through innovation and premium integration,” says 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,” states Christian Mastro, marketing director at Automobili Lamborghini.
“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… we want to engage fans and allow them to experience our brand in a new and meaningful way,” Mastro added.
What’s your all-time favourite Lamborghini car? Let us know on the Insider Gaming Discord.
Additionally, DreamHack is confirmed to return to Birmingham in 2027 after the success of its Midlands debut earlier this year.
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