Lamborghini Speeds into Esports Partnership

Lamborghini is driving into an esports partnership for the first time with the launch of the esports series, “The Real Race,” in collaboration with the video game “Assetto Corsa Competizione.”

The new sim-racing series is open to gamers of all skill levels and runs through August. The competition consists of five qualifying weekends, according to The Washington Post.

“This is completely aligned with Lamborghini’s strategy to be closer to brand lovers and the younger generations,” says Katia Bassi, chief marketing officer, Lamborghini. “The reality is that in terms of brand awareness and participation, for sure this is going to be a good element for us to grow… And, honestly, to have data to create predictive marketing. The more we know what our fan base would like to see from us, the better it is, because we want to be even more accurate than we are right now.”

Lamborghini racer Andrea Caldarelli, like Bassi, thinks that esports could lead to brand growth.

“One of the most important factors of a race car, I always say, is the noise,” says Caldarelli. “If you put a headset on in the game, you can hear our V10 engine, and I don’t think any human can resist it. So there will be a lot of people playing this who want to drive our real car."

Lamborghini joins multiple car manufacturers that have already ventured into the esports world. BMW and Porsche have launched their own iRacing series, Nissan also partnered with Gran Turismo in 2018 to host the Nissan GT Sports Cup.