Lamborghini joins forces with ESL FACEIT Group for DreamHack Dallas

Italian automotive marque Lamborghini has joined forces with esports tournament organiser ESL FACEIT Group.

As a result of the deal, the marque will act as a main partner of gaming and esports festival DreamHack Dallas.

Lamborghini will be the sole automotive brand at DreamHack Dallas and will offer attendees a ‘high-octane brand experience’ thanks to a range of web3-focused activations. According to a release, the deal marks the entrance of Lamborghini into the gaming space.

While the deal may be Lamborghini’s first in gaming, the marque is no stranger to the world of esports. In 2022, it launched its own sim racing team to compete in the GT World Challenge Esports Championship.

“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 Automobil 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.”

Alongside a focus on web3 activations, Lamborghini’s 300-square-metre booth at the event will also feature esports competitions on state-of-the-art racing simulators and offer attendees the opportunity to collect a range of exclusive digital collectables.

Lamborghini takes the total number of DreamHack Dallas partners to five. The marque joins the likes of eyewear brand Zenni, streaming platform Kick, and logistics brand DHL who are also supporting the event.

The 2025 edition of DreamHack Dallas will feature a total of eight esports tournaments, including Intel Extreme Masters, the Halo Championship Series (HCS), and the Call of Duty League (CDL).

Elsewhere, the event will host tournaments in chess and StarCraft II, which form part of the qualification format of the Esports World Cup taking place in Riyadh, Saudi Arabia.