A new and exciting collaboration between Aston Martin Copenhagen, Nellemann Luxury Cars, Legendary Gaming Group, and FYRA Simsport focuses on bringing together the best of real-world and virtual motorsport. The goal is clear: to create unique experiences for shared customers while supporting the development of new Danish talent in motorsport through simracing.
The partnership is built on a shared passion for performance, technology, design, and exceptional experiences. By combining Aston Martin's elegance and racing DNA, Nellemann’s exclusive automotive universe, Legendary Gaming Group’s innovation and network, and FYRA Simsport’s racing expertise, a unique environment is created where connoisseurs, motorsport enthusiasts, and sim racing talents can meet, be inspired, and build new relationships.
We see enormous potential in bridging the gap between traditional motorsport and modern sim racing. It’s about sharing experiences across worlds – and creating new opportunities for Danish talent development. At LGG, we believe it’s unique relationships that lay the foundation for new growth areas in Danish industry,” says Morten Jensen, CEO at Legendary Gaming Group.
The collaboration was kicked off with an exclusive event at Nellemann Luxury Cars and Aston Martin Copenhagen last week. All senses were engaged in a fusion of sound, design, technology, and speed – both on the asphalt and in the simulator.
Aston Martin has always represented passion, craftsmanship, and performance. Through this partnership, we get the opportunity to bring that feeling even closer to a new generation of motorsport enthusiasts. The combination of our cars and universe tied together with the digital world creates a whole new dimension of experiences,” says Jonas Kupper, Brand Manager at Aston Martin Copenhagen.
The next major event will take place on November 26, where participants will meet on Strandvejen in Aston Martin Copenhagen’s city showroom for a unique evening of driving, networking, and motorsport inspiration. The night will conclude with a talk and Q&A by Aston Martin Racing driver Marco Sørensen, who will share his experiences from the racetrack — and give his perspective on how sim racing could become a new pathway into professional motorsport.
Sim racing isn’t just entertainment — it’s a legitimate training platform where young talents can develop technical understanding, focus, and racecraft. The collaboration between Aston Martin Copenhagen, Nellemann Luxury Cars, and Legendary Gaming Group is a strong step toward creating more opportunities for the racers of tomorrow,” says Lasse Sørensen, Director at FYRA Simsport.
The initiators hope that the partnership will pave the way for more events, experiences, and development projects in 2026 and beyond, with a focus on community, immersive experiences, and talent development.
