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

  • Agreement renewed until 2024 and option to extend through to 2027
  • SPORTTOTAL remains partner for marketing and moving image
  • Live broadcasting of the legendary race in the “Green Hell” from 3–6 June 2021 

Cologne, 19 May 2021. SPORTTOTAL LIVE GmbH, a wholly-owned subsidiary of SPORTTOTAL AG, has been granted the right to market the ADAC TOTAL 24h Race at the Nürburgring for another three years at minimum. The agreement with ADAC Nordrhein as organiser has been renewed with immediate effect through to 2024, with an option for another three years. SPORTTOTAL LIVE GmbH will therefore produce TV images of the legendary race and market them as the copyright holder in the future as well. The successful media partnership with the RTL Group for the race in the “Green Hell” will also continue. The TV channel NITRO will broadcast the race live from 3–6 June 2021. The race can also be viewed online at, the SPORTTOTAL Group’s streaming platform. The renewal of the agreement underscores the success of the long-standing partnership between ADAC Nordrhein and SPORTTOTAL.

Innovative capability and excellent cooperation were what tipped the scales

“The long-standing and excellent cooperation with the team of SPORTTOTAL frequently provided fresh impetus for the ADAC TOTAL 24h Race in the past and underpinned the event’s steady growth,” says race organiser Walter Hornung. “I am sure that this innovative capability in medialisation and marketing will prove to be a great support for us in the future as well. The renewal of our agreement with SPORTTOTAL was therefore a logical step for us to stay on track in taking the positive development of this unique event forward.”


The new marketing agreement which will run for several years gives the organisers, media partners and sponsors long-term planning reliability and secures SPORTTOTAL’s successful cross-media marketing of the race in Germany and abroad.


Reliable partnership also in challenging times

“We have reliably partnered ADAC Nordrhein as the organiser of the 24h Race for more than twenty years,” explains Matthias Wurm, managing director of SPORTTOTAL LIVE GmbH. “Our shared history of success and close cooperation have proven their worth with innovative solutions, also in times of the pandemic under difficult conditions. The legendary race remains a constant for racing sport fans, whether on site at the Nürburgring, infection rates permitting, on TV or online. We are delighted that we will also be marketing the 24h race worldwide in the future as well.”


NITRO to broadcast live again from the Nürburgring

An important cornerstone in marketing is the partnership with RTL Group. The respective agreement was also renewed for the next three years, enabling the very successful cooperation to continue. TV channel NITRO will broadcast the spectacular TV images of the 24h race at the Nürburgring live in free TV.


Success story ongoing

SPORTTOTAL has supported the 24h Race at the Nürburgring since 1999. In recent years, the company has not only won high-profile sponsors, but also steadily expanded the reach of medial distribution worldwide. The race was covered on an international scale in 2020 by 340 broadcasters in 225 countries. NITRO alone succeeded in attracting an audience peak of almost 700,000 viewers. Fans can also follow the race live or on-demand on In 2020, sporttotal recorded 1.7 million hits on the race’s live stream.


Positive revenue and earnings contribution for the DIGITAL segment

The 24h Race is currently the largest event supported by SPORTTOTAL LIVE GmbH and generates the respective revenue as well as a positive contribution to earnings. SPORTTOTAL LIVE GmbH’s business activities have been combined under the DIGITAL segment since 2020.





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, in the high-margin national and international project business, as well as in the live events business. The company, which was founded in 1979, operates a high-traffic portal through sporttotal, with strong growth for online sport videos and live streaming. The company equips sports clubs with special camera technology which enables sports events to be transmitted live in a high quality and fully automatically on 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, operates the #dabei linear TV station, and organises high-calibre live events such as the Porsche Experience.


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