News Lamborghini launches Esport Competition

Today Lamborghini announced their entry into the burgeoning Esports industry, along with their virtual one-make series The Real Race in partnership with Assetto Corsa Competizione by Kunos Simulazioni. Details provided announce the tournament will start on 29 May with five qualifier weekends, before culminating in a live final at Lamborghini’s headquarters in Sant’Agata Bolognese, Italy.

The announcement includes; the luxury super sports car brand will feature the Lamborghini Huracán GT3 EVO: ‘the three-times winning car of the Daytona 24 Hours. Lamborghini’s Centro Stile, its in-house design department, has created 12 exclusive race liveries for competitors, with each car displaying the trademark logos of long-standing Lamborghini Squadra Corse partners, Pertamina, Pirelli and Roger Dubuis.’ 

In terms of competition structure, ‘The top three players from the tournament’s live finals will enjoy a three-day experience in Italy, the home of Lamborghini. Players will have a chance to train alongside Lamborghini Squadra Corse drivers and to drive a real Lamborghini race car at an internationally- renowned racetrack. The competition is open to all experience levels. Registration opens today, with a free download over the weekend of 29-31 May of the Assetto Corsa Competizione game, from The Real Race and Kunos-Simulazioni.‘

There will be five qualifier weeks take place from 29 May to 2 August. The top three players from first and last qualifier weekend and top two players from the second, third and fourth weekend, will be whisked away by Lamborghini to the live final on 18 September, where the best drivers will be determined. Great to see but a shame the console players appear to be left out.

Stefano Domenicali, Chairman and Chief Executive Officer of Automobili Lamborghini, comments: “Sim racing is one of the fastest growing sectors in esports, with esports increasingly important to younger generations. I also follow it closely! This is an opportunity for us to combine the excitement of virtual racing with the appeal of Lamborghini cars and our motorsports program. Esports creates an environment where race heroes and top drivers can be challenged by anyone. This encourages wider engagement with real-life racing, reflected by Lamborghini’s investment in this new sports platform,”

“I’ve paid close attention to the rise of esports. Seeing the realism of racing games and how drivers are using racing simulators to practice, or professional esports players going from simulation to the real thing, is just incredible,” said David Coulthard MBE, former Formula One racing driver, who will be the studio-based commentator for the live event. “The Real Race is designed to portray realism and professionalism. Skills in sim racing are so transferable, which is why Lamborghini wants to give players an opportunity to test drive the real thing as part of the prize. There’s nothing quite like getting behind the wheel of a Lamborghini.”

The Real Race event is supported by the following partners: Timing Partner: Roger Dubuis, Technical Partner: Pirelli, Technical Partner: Pertamina. The first qualifier week starts today with the first race taking place on 7 June. Follow @Lamborghini or visit esports.lamborghini.com for more information.

It does seem like everyone is getting involved in Esports at the moment, the commercial case has never been clear. Why Esports? What is the value of a world-renowned brand? It’s not like this will sell more cars and in effect, it simply runs the risk of diluting the Esport industry further.  Lots of money going in, very unclear where it comes out but as ever, we’ll keep our ear to the ground and see how this all develops.

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