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

ESL FACEIT Group has announced a long-term partnership with Italian supercar manufacturer Automobili Lamborghini, starting with activations at DreamHack Atlanta.

• ESL FACEIT Group has revealed a partnership with Automobili Lamborghini, which will be featured as a key partner at DreamHack Atlanta
• Two Lamborghini Temerario wrapped thematically for the gaming festival will be present at the Creator Hub and outside of DreamHack Atlanta.
• Lamborghini will also be part of DreamHack Atlanta’s Sim Racing Challenges
• The partnership builds on a successful activation at DreamHack Dallas and DreamHack Stockholm in 2025.

London, May 12th, 2026 - ESL FACEIT Group (EFG), a global leader in esports and gaming entertainment, and Automobili Lamborghini, the iconic Italian supercar manufacturer, have today announced a new long-term partnership.

As part of the agreement, Automobili Lamborghini becomes the Official Automotive Partner for DreamHack festivals in the US and EU, expanding its presence across EFG’s global events through high-visibility brand integration across the festival floor and premium physical car displays.

The partnership builds on Automobili Lamborghini’s debut at both DreamHack Dallas and Stockholm in 2025, where the brand introduced fans to a series of unique experiences that highlighted their dedicated ecosystem for gaming, interactive entertainment and digital culture, including the premiere of Vesaro x Automobili Lamborghini racing simulators and the Lamborghini Revuelto, the first Lamborghini High Performance Electrified Vehicle, with a special livery dedicated to the festival. These activations resonated strongly with DreamHack’s audience, who value innovation and high performance. As a result, the partnership now moves into a new phase, with Automobili Lamborghini set to play a larger role across EFG’s global events through to 2028.

At DreamHack Atlanta from May 15-17, Lamborghini will be featured through a series of onsite activations. Two Temerario wrapped in bespoke gaming-inspired liveries - a Temerario Play Louder Livery and a Temerario Fast Forworld created in Fortnite livery - which will be driven through Atlanta in the lead-up to the festival before arriving onsite. Both will be placed in the Creator Hub, as a photo opportunity for attendees wanting to get a close up with their dream car.

Lamborghini will also be part of DreamHack Atlanta’s sim racing challenges, alongside additional activations across the event, giving fans more ways to engage with the brand throughout the weekend.

The partnership reflects Lamborghini’s continued move into digital spaces and its focus on connecting with a new generation through design, performance, and experience. Through DreamHack, the brand reaches a highly engaged Gen Z and Gen Alpha audience, building aspiration early within communities that are increasingly difficult to reach through traditional channels. It also extends Lamborghini’s identity into the world’s biggest gaming festivals, blending physical presence with digital touchpoints to create a more connected experience for fans onsite and online.

Looking ahead, EFG and Lamborghini plan to continue building on the partnership with new activations and experiences across future events.

“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,” 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. Our iconic and forward-looking design strongly resonates with younger audiences, who recognize in the brand an expression of their aspirations and identity. With this partnership, we want to engage fans and allow them to experience our brand in a new and meaningful way.”

For more information about DreamHack Atlanta, visit the DreamHack Atlanta website, and follow DreamHack’s X, TikTok, Facebook and Instagram for all the latest updates on DreamHack festivals worldwide.

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