The feat of strength with which the ADAC reshaped the DTM after acquiring the rights, what they are proud of and how they will drive marketing forward in the future
A little more than a year ago, the ADAC took over the DTM – and quickly reorganized the series in a tour de force until the start of the season in Oschersleben at the end of May 2023. “That was hard work,” says ADAC Head of Motorsport Thomas Voss looking back. “After we acquired the DTM naming rights as the ADAC, we only had 163 days. “
ADAC Sports President Gerd Ennser is also satisfied with the first season. “You would normally need at least 380 days for a project like this. That commands my utmost respect. And the result is impressive.”
In its first year under the management of the ADAC, the DTM has not only produced twelve different winners in 16 races and ensured an exciting season, but the new operator is also satisfied with the response from the fans
DTM attracts young spectators: “Extremely important for the future “
According to the ADAC, the DTM recorded 431,800 visitors over a total of eight weekends in the 2023 season – the highlight was the Norisring weekend with 103,000 fans over three days.
“I think we have done a lot to make the series more attractive to fans – and we must continue to do so,” says Ennser. What is he particularly proud of? “30 percent of the people who attended our events were under the age of 16. I think that’s extremely important for the future. “
New impetus from major sports marketing players?
In order to be well positioned in terms of sports marketing, a few months ago the ADAC intensified its cooperation with the global agency Infront, which has been operating since 2017 and distributes the media rights for the Football World Cup and the 24 Hours of Le Mans, among other events.
With a new long-term contract, Infront wants to explore the marketing potential of the DTM in particular – and is setting up its own team at the ADAC headquarters in Munich for this purpose.
ADAC promises: “Will continue to invest heavily in DTM “
“The ADAC has invested a lot so that we can continue to run the DTM,” said ADAC Sports President Ennser. “And we will continue to invest heavily, expand the series in the long term and take it to where we want to see it. We are still a little way off that, but we are on the right track.”
After ensuring a record-breaking field of 28 cars in 2023, there will be “a few cars less” in 2024, according to ADAC Head of Motorsport Voss. “But the quality should be even better than last year,” he says, alluding to potential new manufacturers such as McLaren.
