DGAP-News: SPORTTOTAL AG / Key word(s): Alliance 
SPORTTOTAL AG: further renewal of the marketing agreement for the ADAC TOTAL 24h race at the Nürburgring 
2021-05-19 / 12:04 
The issuer is solely responsible for the content of this announcement. 
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Corporate News 
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 sporttotal.tv, 
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 sporttotal.tv. 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. 
About SPORTTOTAL AG 
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.tv. 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. 
For more information: www.sporttotal.com 
SPORTTOTAL AG 
Am Coloneum 2 
50829 Cologne, Germany 
www.sporttotal.com 
Tel.: +49 (0)221_7 88 77_ 0 
Fax: +49 (0) 221_7 88 77_ 199 
info@sporttotal.com 
Investor Relations 
BSK Becker+Schreiner Kommunikation GmbH 
Tobias M. Weitzel 
Tel.: +49 (0)177_7 21 57 60 
weitzel@kommunikation-bsk.de 
 
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2021-05-19 Dissemination of a Corporate News, transmitted by DGAP - a service of EQS Group AG. 
The issuer is solely responsible for the content of this announcement. 
The DGAP Distribution Services include Regulatory Announcements, Financial/Corporate News and Press Releases. 
Archive at www.dgap.de 
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Language:     English 
Company:      SPORTTOTAL AG 
              Am Coloneum 2 
              50829 Köln 
              Germany 
Phone:        +49 (0)221 7 88 77 0 
Fax:          +49 (0)221 7 88 77 199 
E-mail:       info@sporttotal.com 
Internet:     www.sporttotal.com 
ISIN:         DE000A1EMG56 
WKN:          A1EMG5 
Listed:       Regulated Market in Frankfurt (General Standard); Regulated Unofficial Market in Berlin, Dusseldorf, 
              Hamburg, Stuttgart, Tradegate Exchange 
EQS News ID:  1198399 
 
End of News   DGAP News Service 
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1198399 2021-05-19


 
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(END) Dow Jones Newswires

May 19, 2021 06:05 ET (10:05 GMT)