ESL FACEIT Group (EFG) and Automobili Lamborghini have secured a multi-year partnership that positions the Italian supercar manufacturer as the Official Automotive Partner for DreamHack festivals across the United States and Europe.

The agreement follows pilot activations in 2025 and is set to run until 2028. According to a press release, the collaboration aims to integrate luxury automotive design into digital culture, starting with high-visibility branding and physical displays at DreamHack Atlanta later this month, and marking a strategic shift toward reaching Gen Z and Gen Alpha audiences through immersive experiences.

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“Lamborghini is not just a partner, but a key enabler in elevating the experience for fans, players and creators through innovation and premium integration,” said Daniel Mauritz, SVP Brand Partnerships at ESL FACEIT Group. “Together, we are raising the bar for how brands can authentically connect with next-generation audiences.”

Christian Mastro, Marketing Director at Automobili Lamborghini, added: “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 recognise in the brand an expression of their aspirations and identity.”

The partnership will debut its long-term phase at the Atlanta event from 15-17 May. Attendees will be able to interact with two Lamborghini Temerario models stationed at the Creator Hub, serving as focal points for content creators and fans for photo opportunities. Furthermore, Lamborghini will be integrated into the festival’s sim racing challenges, blending physical vehicle displays with digital performance touchpoints.

DreamHack Atlanta features top-tier esports competitions as the $1 million IEM Atlanta Counter-Strike 2 (CS2) tournament and the Call of Duty League (CDL) Major III. Among other tournaments, the event will also host qualifiers for the Esports World Cup (EWC) in Fatal Fury: City of the Wolves, Street Fighter 6, Tekken 8, and chess on Chess.com.

Other DH Atlanta sponsors include Logitech G, Sour Punch, ZENNI, DHL, and Red Bull.

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