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SPORTTOTAL AG: renewal of the marketing agreement for the ADAC TOTAL 24h race at the Nürburgring

  • Agreement renewed until 2021 and option to extend through to 2023
  • Moving image and promotional marketing remain under SPORTTOTAL’s direction
  • Legendary race in the “Green Hell” from May 21 to 24, 2020


Cologne, October 9, 2019. SPORTTOTAL LIVE GmbH, a wholly-owned subsidiary of SPORTTOTAL AG, is set to remain the marketer of the ADAC TOTAL 24h race at the Nürburgring. The agreement with ADAC Nordrhein as the organizer has been extended until 2021. An option for further renewal until 2023 has also been included. SPORTTOTAL LIVE GmbH that has made a significant contribution to the revenue and the result of the LIVE business line in recent years (segment sales: €34 million; segment EBIT: €1 million) will remain in possession of the moving image and promotional marketing rights for the race and will produce and sell the TV images. The media group RTL and broadcaster NITRO are once again the media partners for the race in the “Green Hell” from May 21 to 24, 2020.

Planning reliability for high-quality marketing

Race organizer Walter Hornung summarizes as follows: “The collaboration between ADAC Nordrhein, SPORTTOTAL and NITRO that is based on partnership has brought the 24h race into new dimensions in recent years. The renewal of the contract with SPORTTOTAL means that all those who contributed to the success in the past will remain on board and that we will be able to present motor sport fans with a superlative racing event.” The contract ensures planning reliability for the organizers, the media and sponsors. In addition, a high quality dissemination of the race across all platforms is guaranteed.

Long-standing success story ongoing

“Our company has worked together extremely successfully with ADAC Nordrhein as the organizer of the 24h race for over twenty years,” states Matthias Wurm, General Manager of SPORTTOTAL LIVE. “We are looking at very positive development in all areas. In recent times we have been successful in a very challenging environment in revitalizing the enthusiasm of strong brands such as TOTAL, REMUS, H&R and DEKRA for the 24h race.” A key component in marketing is the partnership with the RTL media group. SPORTTOTAL LIVE was able to renew the agreement on this partnership at an early stage, which will ensure spectacular TV images of the 24h race at the Nürburgring.


SPORTTOTAL AG (ISIN: DE000A1EMG56), headquartered in Cologne, is a technology and media company on a growth path in the rapidly scalable digital business with video platforms and communities  (DIGITAL), in the high-margin national and international project business (VENUES), as well as in the live events business (LIVE). The company, which was founded in 1979, operates a high-traffic portal with strong growth for online sport videos and live streaming. The company equips amateur football clubs with special video technology which enables sports events to be transmitted live in a high quality and fully automatically using the new “” platform. SPORTTOTAL AG’s service portfolio also comprises the technical equipping of racing circuits and sports facilities, as well as the production and marketing of sports events such as the ADAC TOTAL 24-Hour Race at the Nürburgring. In addition, SPORTTOTAL AG also produces content for prestigious companies such Porsche, Audi, Mercedes/AMG, Red Bull and VW and organises high-calibre live events such as the Porsche Experience.

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