The Abarth community is one of the most famous of all motoring communities. Due to the global pandemic, many live sport events were cancelled, accelerating the growth of esports. We identified a strong connection between Abarth’s brand values, motorsport fans and driving simulation games so created the first Abarth esports tournament, streamed on Twitch, in which 160 Sim Racing drivers challenged each other in eight qualifying races and a Grand Finale.