Premium automobile company Lamborghini, has now ventured into the esports business. They recently announced the launch of their first ever esports series, called “The Real Race”.
Lamborghini has always focused on building a reputation around luxury and prestige, and now it’s esports. Their esports series will be launched in collaboration with Italian video game “Assetto Corsa Competizione”.
The esports series will consist of 5 qualifying weekends, starting May 29th. The final is set in Italy in September, and Lamborghini’s top drivers will be there for the in-person finale.
Sim racing has had an explosion in popularity since Covid-19 started, and Lamborghini has jumped on the bandwagon to create a sim racing event. This is not the first time a car manufacturer has created a one-make esports series. In 2018, Nissan collaborated with Gran Turismo to create the Nissan GT Sports Cup.
Venturing into esports is a good strategy to reach a younger demographic, and popularize the Lamborghini brand among a variety of other demographics.