Automobili Lamborghini will be a main partner for ESL FACEIT at DreamHack Dallas, marking its entry into the gaming and esports space while offering brand activations and fan experiences at the event.
As the only automotive brand present at the event, Automobili Lamborghini will “deliver a high-octane brand experience that blends the thrill of virtual racing with cutting-edge Web3 activations.”
DreamHack Dallas takes place from May 23-25 at the Kay Bailey Hutchison Convention Center, with tournaments in Counter-Strike 2, Call of Duty, Halo, and more, as well as other activities like cosplay and tabletop games.
In the middle of all of that, Lamborghini’s 300 m² booth will feature curated esports competitions, state‑of‑the‑art racing simulators and interactive Web3 activations. Attendees will also have the opportunity to unlock an exclusive digital collectible and race virtually in legendary Lamborghini models.
“We are incredibly excited to take part in DreamHack Dallas as one of the main partners of the event,” said Christian Mastro, Marketing Director at Automobili Lamborghini. “This marks not only Lamborghini’s first-ever appearance at DreamHack, but also the debut of any automotive brand at the event. In collaboration with ESL FACEIT Group, we’re bringing the unparalleled Lamborghini experience to a vibrant and passionate gaming audience.
“Automobili Lamborghini embodies more than just automotive excellence; it represents a symbol of achievement, a lifestyle, and a dream. This resonates deeply within the gaming community, where Automobili Lamborghini is the ultimate badge of success. At DreamHack Dallas, we aim to bring fans closer to the Lamborghini mystique than ever before.”
Jasmin Haasbach, VP Global Brand Partnerships at ESL FACEIT Group, added: “Partnering with Automobili Lamborghini will elevate DreamHack Dallas to a new realm of immersive joy and unforgettable energy. Lamborghini’s spirit of going beyond convention, beyond performance, beyond expectation, will find a natural home at DreamHack, where gaming culture comes to life. Together, we’re creating a space where lifestyle, esports, sim racing, and the metaverse collide in a celebration of passion, innovation, and community.”
