ESL signs Lamborghini in major long-term DreamHack partnership through 2028

Titas Khan Published 13/05/2026

ESL FACEIT Group (EFG) recently announced a long-term partnership with Automobili Lamborghini ahead of DreamHack Atlanta 2026.

Often dubbed the ‘Coachella of Gaming,’ DreamHack Atlanta is set to take place from May 15 to 17 and will feature “high-visibility brand integration” with Lamborghini. The deal, announced on May 11, will run until 2028 and is a major moment in terms of the role that luxury brands play in the digital landscape.

Before this, Lamborghini has also featured successful activations at both DreamHack Dallas and Stockholm in 2025. However, after this new deal, the automobile brand will see itself as a key partner at DreamHack Atlanta.

It has also been confirmed that Lamborghini will be a part of the Sim Racing Challenges set to take place at DreamHack Atlanta. Additionally, two Lamborghini Temerario models will be available at the event, both thematically wrapped for the festival.

DreamHack Atlanta to activate partnership between EFG and Lamborghini

Christian Mastro, Marketing Director at Automobili Lamborghini, confirmed that this marks an important step for the brand in its goal of bringing the brand “closer to newer generations”. Lamborghini hopes to engage with the fans and give them an opportunity to experience the brand in an immersive and meaningful manner.

Daniel Mauritz, SVP Brand Partnerships at ESL FACEIT Group, believes that Lamborghini will be a key partner in uplifting the overall experience at events like DreamHack Atlanta with “innovative and premium integrations”.

All of this is set to begin on May 15 as DreamHack Atlanta opens its gates to all the fans, creators, and players. The venue will play host to two unique Lamborghini Temerario models, one with a Play Louder livery wrap and another with a Fortnite-themed Fast ForWorld livery wrap.

Image credit: ESL FACEIT Group

In case you’re headed to DreamHack Atlanta this weekend and are wondering where to locate these automobiles, one of them will be available at the Creator Hub, while the other one will be waiting right outside the event.

While both these automobiles will allow attendees to experience the brand’s innovation and high-performance, Lamborghini will also be an integral part of Sim Racing Challenges, playing a major role in the experience that players and racing game enthusiasts have at the event.

Given that the partnership runs until 2028, Lamborghini is expected to be a key partner at all EFG events held in the US and EU moving forward. It will be interesting to see what kind of engaging activities will be featured at upcoming DreamHack events from the automobile brand.

Feature image credit: EFG

Titas Khan

About Titas Khan

Gaming has been a constant for Titas Khan, whose passion for titles like Dota 2 eventually evolved into a career in gaming journalism. Whether covering esports, reviewing industry developments, or creating detailed guides, he’s always looking to inform and engage the community.

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