ESL FACEIT Group announced Wednesday that Automobili Lamborghini will serve as a partner and have a major presence during DreamHack Dallas from May 23-25, at the Kay Bailey Hutchison Convention Center in Dallas, Texas.
Financial terms of this new partnership were not disclosed. This deal marks Automobili Lamborghini’s first direct entry into the gaming space (obviously the company licenses its brand and IP for several popular racing titles).
“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.”
Under the terms of this deal, Automobili Lamborghini will have branding throughout the event, online support through social media campaigns, and have a major onsite presence. Lamborghini will have an “expansive 300 m² booth” that will let DreamHack Dallas attendees experience a “branded journey” featuring curated esports competitions, racing simulators, and interactive Web3 activations, according to the announcement.
Some of the activations planned for DreamHack Dallas include the “In-Game Interoperable Livery,” which features the Lamborghini Revuelto with a custom livery (the real-world vehicle will also be on the show floor as part of its booth); exclusive digital collectibles that can be unlocked by attendees; and onsite competitions that let fans try their hands at driving a Lamborghini on a virtual race track in Asphalt as part of the brand’s booth experience.
DreamHack Dallas will serve as an important stop for many esports competitions this year including Brawl Cup (Brawl Stars), Call of Duty League Major IV, ESL Impact and IEM Dallas (Counter-Strike 2), GeoGuessr Americas Major, Halo Open Series, as well as Chess and StarCraft II competitions. Many of these events have a direct tie-in to the Esports World Cup this summer in Riyadh, Saudi Arabia.
More details on DreamHack Dallas can be found at dreamhack.com/dallas.
DreamHack is a division of ESL FACEIT Group, which is a wholly owned subsidiary of Savvy Games Group—operated by the Saudi Arabian government through its sovereign wealth fund, the Public Investment Fund.