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ESL FACEIT Group and Automobili Lamborghini announced on Tuesday, May 12, 2026 a long-term partnership that makes the Italian carmaker the official automotive partner of the DreamHack festivals in the United States and Europe. The joint release, issued from London and published on DreamHack's own site, says Lamborghini will take a larger part in the organizer's events through 2028.
The first stop comes three days after the announcement. DreamHack Atlanta runs from Friday, May 15 to Sunday, May 17, and the release says two Lamborghini Temerario cars will be shown there in liveries, the paint schemes of a car, drawn from gaming. The release gives no amount, and neither does the report The Esports Advocate published the same day.
Joint release of ESL FACEIT Group and Automobili Lamborghini, May 12, 2026.
What the two companies signed
The designation is the center of the deal. The release names Lamborghini official automotive partner of the DreamHack festivals in the United States and in Europe, which gives the carmaker its own sponsor category across the festivals of both regions rather than a stand at a single show. The companies describe the agreement as long-term and give one date for it: Lamborghini is to play a larger role across the organizer's events through 2028.
What the partner gets is described in general terms. The release speaks of brand integration on the festival floor and of displays of real cars, and says the two companies plan new activations, the trade's word for a sponsor's presence on site, at future events. It names none of those events, and it does not say how many festivals a year the agreement covers.
Related readMPL Malaysia Season 18 opens with three new names among its sponsorsDreamHack is a gaming festival, not a single tournament. The release describes it as an event that combines play, competition and community, and as part of ESL FACEIT Group, whose other brands include ESL and FACEIT. The Esports Advocate noted in May 2025 that the group is owned by Savvy Games Group, a company of Saudi Arabia's Public Investment Fund.
Two executives are cited in the announcement. Daniel Mauritz, senior vice president for brand partnerships at ESL FACEIT Group, presents the deal as the extension into a long-term agreement of work begun at two festivals in 2025. Christian Mastro, marketing director of Automobili Lamborghini, says the aim is to bring the brand closer to younger people through gaming and digital experiences. The release names the audiences it has in mind: Generation Z and Generation Alpha.
Two Temerarios on the road to Atlanta
The Atlanta plan is the only one described in detail. Before the festival opens, two Temerario cars will be driven through the city, then brought to the show. One carries a livery called "Play Louder". The other is called "Fast ForWorld" and, according to the release, wears a livery created in Fortnite, the game of Epic Games.
Both cars will then stand in the Creator Hub, where the release says they will serve as a photo spot for visitors. DreamHack's page for the Atlanta festival describes the Creator Hub as a shared space for creators, fans and partners, built around collaboration and the making of content. Lamborghini will also take part in the festival's sim racing challenges, sim racing being motor racing run on simulators, and in other activations on site. The release does not describe how those challenges are run.
Related readRRQ sign ZOWIE as monitor and jersey partner for VCT Pacific 2026The Temerario is one of the three models Lamborghini lists in the release, with the Revuelto, which it calls a twelve-cylinder high performance electric vehicle, and the Urus SE, a plug-in hybrid sport utility vehicle. The company describes the Temerario as a twin-turbo eight-cylinder car and as the only production super sports car able to reach 10,000 revolutions per minute. In its annual results release, the company said customer deliveries of the model began in early 2026.
A deal that follows two festivals in 2025
The agreement does not start from nothing. Lamborghini first appeared at DreamHack in 2025, at the festivals of Dallas and Stockholm, and the release presents the new deal as built on those two shows.
In 2025 the carmaker showed racing simulators made with Vesaro, presented under the name Vesaro x Automobili Lamborghini, which the release says had their premiere at those festivals. It also brought a Revuelto in a livery designed for DreamHack. The Esports Advocate reported that the Dallas appearance included a dedicated display of that car and a place in the festival's sim racing program.
DreamHack Dallas took place from May 23 to 25, 2025 at the Kay Bailey Hutchison Convention Center, according to The Esports Advocate's report of another DreamHack deal that month, which already listed Lamborghini among the festival's partners. One year on, a presence at single shows becomes a named category held for several seasons.
| Festival | When | What was shown or planned |
|---|---|---|
| DreamHack Dallas | May 23 to 25, 2025 | Vesaro x Automobili Lamborghini simulators, a Revuelto in a festival livery. |
| DreamHack Stockholm | 2025 | The second festival of the carmaker's first year. |
| DreamHack Atlanta | May 15 to 17, 2026 | Two Temerarios in gaming liveries, the sim racing challenges. |
| Later festivals | Through 2028 | New activations, no event named. |
Joint release of May 12, 2026; The Esports Advocate for the Dallas dates.
Why a supercar maker comes to a gaming festival
Lamborghini does not sell a product made for players, which places it among the sponsors the trade calls non-endemic: brands from outside gaming. The Esports Advocate's reading of the deal is that the carmaker is after long-term brand positioning rather than immediate car sales, and that DreamHack gains a premium brand of that kind at a time when gaming events present themselves as places of youth culture, not only as esports gatherings.
Related readSaudia flies an Esports World Cup aircraft between Riyadh and ParisThe company's own figures show the distance between the product and the audience. In its annual results, published on March 19, 2026, Automobili Lamborghini reported 10,747 cars delivered worldwide in 2025, revenue of €3.20 billion, up 3.3 percent on the previous year, and an operating income of €768 million, a margin of 24 percent. It was the third year in a row above 10,000 deliveries and the second above €3 billion in revenue, the company said. The same release says 94 percent of the cars delivered in 2025 were personalized in at least one element.
The carmaker has been in competitive gaming for several years. The Esports Advocate recalls that Lamborghini launched its first official esports competition, The Real Race, in 2020, then widened its sim racing activity, and that Fast ForWorld, the name on one of the two Atlanta cars, is its platform for gaming and digital engagement. The release puts the method in one line: a physical presence at the festivals combined with digital points of contact.
Lamborghini describes itself in the release as a company founded in 1963 in Sant'Agata Bolognese, with around 3,000 employees and a presence in 56 countries through 185 dealers, which builds more than 10,000 cars a year, all of them designed and made in Italy.
The other brands on the festival floor
Lamborghini joins a list of festival partners that has grown over the past year. In May 2025, ESL FACEIT Group named Red Bull official energy drink partner of the DreamHack festivals, with a first presence at DreamHack Dallas; The Esports Advocate reported then that neither the financial terms nor the length of that deal were disclosed. In March 2026, Samsung was named an official partner of DreamHack Birmingham and of the esports tournaments held there, with an area where visitors could try its phones and televisions; the outlet's report gave no financial terms.
Related readTeam Liquid and Sunderland AFC pair up for the ePremier LeagueThe three deals are built differently. Samsung's was announced for one festival. Red Bull's covers the festivals, with no length made public. Lamborghini's is the only one of the three for which the companies give both the regions, the United States and Europe, and a horizon, 2028.
DreamHack's page for the Atlanta festival lists the carmaker among its partners beside Red Bull, DHL, Zenni, Logitech, Sour Punch, JLab and the United States Navy.
The price and the exact length of the deal are not public
The companies give a horizon, 2028, and two regions. They state neither what Lamborghini pays nor how many festivals a year it covers, and The Esports Advocate's report of the deal gives no amount either.
What visitors will find in Atlanta
The festival that opens the partnership is held at the Georgia World Congress Center. According to DreamHack's page, doors are open from 10 a.m. to 10 p.m. on Friday and Saturday and from 10 a.m. to 6 p.m. on Sunday.
The cars share the building with a full competition program. The page announces IEM Atlanta, a Counter-Strike 2 tournament with 16 teams and the first event of the organizer's IEM series held in the city. It also lists the third Major of the Call of Duty League season, a Pro-Am event that brings together the league's 12 franchise teams and four rosters from Challengers, the circuit below it. A Major is one of the league's large in-person tournaments, and a Pro-Am is a field that mixes professional and amateur teams.
Other competitions fill the weekend: a Call of Duty: Warzone tournament on May 16 and 17, a Halo Infinite event for teams of four, one-against-one Fortnite matches, and qualifiers for the 2026 Esports World Cup in Street Fighter 6, Tekken 8, Fatal Fury: City of the Wolves and chess. Around them the page lists an expo hall with more than 100 booths, an artist alley, a cosplay program, an area for independent games and computers that visitors can play on without bringing their own.
What comes after Atlanta
Beyond the weekend of May 15 to 17, the release commits to one thing: new activations at future events, in the United States and in Europe, through 2028. It names no festival, no city and no date for the next one.
Three points of the Atlanta plan are set out in the release. Two are for the eye: the drive of the two Temerarios through the city before the doors open, and their place in the Creator Hub for the three days of the festival. The sim racing challenges are the third, and the companies have not described their format.
A car on a festival floor is a display. A category held through 2028 is a place in the festival's own structure.
The name this event could hold, on the bracket and everywhere else.
An example of the format. It does not mean the name is registered, used or endorsed by anyone named in this article.
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