– Three and a half years after taking over the DTM from Gerhard Berger, the ADAC made it clear at the DTM season opener in Spielberg that, despite criticism of internal combustion engine motorsport, it has long-term plans for the racing series that extend beyond 2030. “The ADAC’s commitment that we will operate the DTM very long-term is very important,” explains ADAC Sports President Gerd Ennser.
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“Four years is not a period that really interests me. We have to talk about 40 years of DTM future – and everyone is behind that. I can say that for the entire ADAC. Nobody doubts it or believes that we will eventually ask whether the DTM makes sense. It makes extreme sense.”
Furthermore, it is “increasingly recognized throughout the ADAC how important the DTM is for the image and culture within the ADAC”. Because the largest European automobile club is not only there for assistance, but “also for entertainment – and the DTM is an extremely important instrument to further expand that”.
“Even if difficult times come…”
The ADAC’s commitment to the traditional series, known as a survivor and having faced closure several times since its founding 42 years ago, also applies to times when things are not going so well. “Even if difficult times come, the ADAC will stick with the DTM,” says Ennser. “We can make this promise for the long term.”
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This is particularly important in motorsport today, “where many others are wondering: Does it even make sense to engage in motorsport?” the ADAC Sports President clarifies. At the ADAC, this is not questioned. “Not only is the pension secure, as a former Minister of Labor once said. The DTM is more secure than the pension,” he says with a smile.
Introduction of fully synthetic fuel as a “game changer”
Which does not mean that sustainability is not a central theme in the further development of the series. Because the introduction of fully synthetic fuel a year ago was a “game changer” and was extremely positively received by series partners and team sponsors, even though the fuel is more expensive than its predecessor.
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“We are not just talking about the series sponsors of the DTM, but every team and every driver talks to their own sponsors and conducts the same conversations as we do,” explains ADAC Motorsport Director Thomas Voss.
“And there is a clear desire to do something for sustainability, to be able to justify a sponsorship within one’s own company in case of doubt. This has been truly welcomed by all sides and makes many conversations significantly easier.”
How the ADAC wants to further develop the DTM in the future
How does the ADAC want to further develop the DTM, which has seen increasing visitor numbers since the takeover? Apart from wanting to expand the number of DTM weekends and become more international again, there is still “room for improvement” in marketing and reaching new target groups, Voss clarifies.
“This means that we also want and need to become more digital to get to know our customers – the fans – in order to be able to serve them even more individually with content that the sporting event offers in the future. Many sports and commercial providers of sports and culture are currently working on making the whole thing much more data-driven in the future.”
For this reason, they have also reorganized and brought in Claudia Wagner as a second managing director to the renamed and newly defined ADAC Motorsport GmbH, which, as a 100 percent subsidiary of the ADAC, organizes the DTM. Wagner was previously managing director of Deutsche Sport Marketing GmbH, which was responsible, among other things, for marketing the German Olympic team.
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