Lamborghini drives into esports partnership

Lamborghini has collaborated with the video game "Assetto Corsa Competizione" to launch the esports series, "The Real Race".

Lamborghini has collaborated with the video game “Assetto Corsa Competizione” to launch the esports series, “The Real Race”. This is the first time that Lamborghini is driving into an esports partnership.

Katia Bassi, Chief Marketing Officer, Lamborghini, said, “This is completely aligned with Lamborghini’s strategy to be closer to brand lovers and the younger generations. 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.”

Andrea Caldarelli, Lamborghini Racer, stated, “One of the most important factors of a race car, I always say, is the noise. 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.”

With this new partnership, Lamborghini joins multiple car manufacturers that have already entered into the esports world.