Lamborghini Joins DreamHack Dallas As Main Partner

Automobili Lamborghini is set to make its first-ever appearance at DreamHack Dallas as a main partner, from May 23 to 25. Organized by ESL FACEIT Group (EFG), DreamHack is the world’s largest gaming lifestyle festival and Lamborghini will be the only automotive brand featured at the event, introducing fans to an unprecedented blend of racing performance, digital innovation, and Web3 experiences.

"We are incredibly excited to take part in DreamHack Dallas as one of the main partners of the event. This marks not only Lamborghini’s first-ever appearance at DreamHack, but also the debut of any automotive brand at the event” stated Christian Mastro, Marketing Director at Automobili Lamborghini.

“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. Lamborghini’s design, with its iconic and cutting-edge style, resonates powerfully with the new generations — they instantly recognize it and see it as a true expression of their values, aspirations, and identity. At DreamHack Dallas, we aim to bring fans closer to the Lamborghini mystique than ever before."

The event, taking place at the Kay Bailey Hutchison Convention Center, will host tens of thousands of attendees and millions more online. From 24/7 esports action and LAN parties to live music, cosplay, and panels, DreamHack is a multi-sensory festival experience and Lamborghini plans to make a statement.

Lamborghini’s 300 m² booth will feature curated esports competitions, cutting-edge racing simulators, and immersive Web3 activations. Fans can unlock exclusive digital collectibles, virtually race in legendary Lamborghini models, and encounter a one-of-a-kind Lamborghini Revuelto with an interoperable in-game livery blurring the lines between virtual and real-world innovation.

“Partnering with Automobili Lamborghini will elevate DreamHack Dallas to a new realm of immersive joy and unforgettable energy,” said Jasmin Haasbach, VP Global Brand Partnerships at ESL FACEIT Group. “Together, we’re creating a space where lifestyle, esports, sim racing, and the metaverse collide in a celebration of passion, innovation, and community.”

Long admired in racing games for their speed and design, Lamborghini’s move into DreamHack marks a strategic expansion toward a younger, digital-native audience. With performance, imagination, and community at its core, Lamborghini’s DreamHack debut is aimed to redefine automotive engagement in gaming.