ESL FACEIT Group has officially named Automobili Lamborghini as the official automotive partner for DreamHack festivals across the United States and Europe, with a long-term partnership that will be in effect till 2028.
According to the announcement, with this partnership, the luxury car manufacturer aims to tap into Gen Z and Gen Alpha audiences by putting the Lamborghini name into one of the biggest gaming lifestyle events in the world, and to “bridge the gap” between the brand and the demographic.
The partnership kicks off at DreamHack Atlanta from May 15 to 17, 2026, where the brand will showcase two Lamborghini Temerario models featuring bespoke gaming-inspired liveries.
One vehicle will sport the “Play Louder” design while the other features a “Fast ForWorld” livery created in Fortnite, celebrating the brand’s recently launched digital ecosystem.
These supercars will be driven through the streets of Atlanta before arriving at the festival’s Creator Hub, where they will serve as “high-visibility” centerpieces for attendees and content creators.
Alongside the cars showcase, Lamborghini is also planning to engage directly with DreamHack attendees through its sim racing challenges.
Having previously worked with esports titles like Assetto Corsa Competizione and Rocket League, Lamborghini is not new to esports events. However, this is the car manufacturer’s biggest esports-related venture to date.
The strategy behind Lamborghini’s partnership with ESL FACEIT Group is not about selling cars, but about maintaining cultural relevance. The automaker has already recorded a record-breaking €3.20 billion in revenue in 2025, so selling cars has never been an issue for the company.
However, preserving Lamborghini’s relevance across demographics is what the company is currently looking for.
This long-term commitment follows pilot programs at DreamHack Dallas and Stockholm in 2025. Those initial appearances, which featured the hybrid-electric Lamborghini Revuelto and professional-grade racing simulators, proved that the gaming community has a strong appetite for premium automotive lifestyle content.
ESL FACEIT Group views the partnership as a way to elevate the festival experience, while Lamborghini sees it as the best opportunity for translating the “Lamborghini dream” into an immersive, modern format that traditional marketing channels may not be able to achieve for the intended demographic.
Featured image source: EFG
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