Lamborghini Creates First Esports Team

Lamborghini has launched its first esports team and will compete in a series of virtual racing competitions organized by SRO Motorsports Group.

The Italian luxury car brand has added three drivers to its roster to compete in the GT World Challenge Esports Sprint Series Europe, a four-race series that began on April 6 with a race at Misano World Circuit and concludes on Aug. 3 at the historic Monza Circuit. 

• The team will be backed by Squadra Corse, Lamborghini’s motorsport department.
• Squadra Corse will provide a team principal, driver coach, and engineers. 

Lamborghini’s decision to tap into the esports industry follows its successful launch of the Real Race, a global esports competition on racing simulator Assetto Corsa Competizione, in 2020. 

Lamborghini can deepen its reach in a gaming market projected to reach $546 billion by 2028 through a compound annual growth rate of 13%.

Investments in Sports 

Last week, Audi, the Germany-based manufacturer of Lamborghini, raised its offer to buy a stake in McLaren’s Formula 1 unit from $495 million to $718 million, according to a report by Germany’s Automobilwoche.

Audi’s parent company Volkswagen AG expressed interest in acquiring McLaren last year. McLaren later called off a potential deal, deeming Volkswagen’s initial offer as too low.