– What do the drivable LED displays at the Formula 1 victory ceremonies, the Formula 1 advertising boards, and the huge digital wall in front of the Ravenol Tower at the DTM season finale 2025 in Hockenheim have in common? They all come from one company in the Upper Palatinate with Sport Signage, which was presented this week as a new DTM partner.
Read more Haas team principal thinks: Should accept Monaco Sunday as it is
The traditional series relies on the expertise of the company from Amberg, known from Formula 1 for years, for the further development of its own brand appearance, which is now responsible for the comprehensive planning, production, and installation of all branding and advertising elements at all DTM weekends.
The press release speaks of a “long-term partnership” that includes track advertising, innovative LED podium solutions, floor branding, the Dekra fan tower, so-called venue dressing, as well as modern wayfinding systems.
DTM collaboration already in Berger times
According to its own statements, the goal is “a consistent and high-quality presentation of the DTM brand world and its partners – along the race track, in the hospitality areas, and throughout the event environment.”
While Sport Signage has been working with Formula 1 since 2014 and implements branding solutions there, the cooperation with DTM is not new either: already in ITR times under the leadership of former DTM boss Gerhard Berger, the company implemented digital advertising boards several years ago.
In the past two years, the ADAC, which took over the DTM in 2023, has also relied on the know-how of the company founded in 1964 and active worldwide.
Read more Honda: According to Joan Mir, the gap is getting bigger because there are no new parts
Now Sport Signage has won a DTM tender and will take over the entire area in the future. Sustainability also plays a role: logistics processes have been optimized, resource-saving materials and reusable systems are used.
“Will take DTM brand appearance to a new level”
“Sport Signage has been implementing Formula 1 branding measures for many years. We are pleased to have been able to gain this expertise for the DTM as well,” says the new DTM managing director Claudia Wagner about the new partnership. “Visually, we will take the presentation of the series partners and the DTM brand appearance at the race tracks to a new level with the innovative solutions from Sport Signage.”
In addition, they want to “further strengthen the brand presence of the DTM and our partners and continuously improve the experience for visitors at the events,” she promises.
- Formula 1Engine mapping: FIA limits top speed in Monaco
- Formula 1June 2, 1996: When Michael Schumacher became the “Rain Master”
- MotoGPFabio Quartararo lets frustration run free: “Yamaha is lost”
- Formula 1Red Bull: Max Verstappen drives to sim-NASCAR best time in socks
Sport Signage is also looking forward to the now intensified cooperation after winning the tender. “We are motivated and proud to accompany the successful path of the DTM. A great series for everyone who loves motorsport,” says Sport Signage CEO Bernd Wagner in the press release.
