Lamborghini Extends DreamHack Deal Through 2028

Automobili Lamborghini has extended its collaboration with ESL FACEIT Group and will serve as the Official Automotive Partner for DreamHack events in Europe and the United States through the end of 2028. The partnership will debut at DreamHack Atlanta, scheduled for May 15-17, where Lamborghini will display cars and run branded sim-racing activations.

The multi-year agreement follows pilot activations in 2025 at DreamHack festivals in Dallas and Stockholm. At Atlanta, festival attendees will see two Lamborghini Temerario models on the grounds and can enter sim racing challenges featuring the brand.

Lamborghini has expanded its presence in gaming and esports over the past few years. In March 2026 the company launched a branded open-world space inside Fortnite. Earlier collaborations included appearances in Rocket League, PUBG Mobile and Asphalt 9: Legends. Organized esports activity began in 2020 with Lamborghini’s sim-racing tournament “The Real Race,” held on the Assetto Corsa Competizione platform.

Christian Mastro, Marketing Director at Automobili Lamborghini, commented, “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. Our iconic and forward-looking design strongly resonates with younger audiences, who recognize in the brand an expression of their aspirations and identity.”

Automakers continued to expand or enter esports sponsorships in 2026. Chinese manufacturer OMODA joined as a partner for VCT EMEA & Game Changers. Mercedes-Benz and KIA extended agreements with Riot Games across League of Legends series. BMW maintained partnerships with tier-one organizations including T1 and G2 Esports.

The Atlanta activation is the first major public appearance under the extended agreement and follows Lamborghini’s recent collaborations across gaming and motorsports simulation.