Infront, the heavyweight sports marketing agency, has today (October 23) unveiled an expansion of its tie-up with motor racing’s General German Automobile Club (ADAC).

The enlarged deal makes Infront the long-term marketing partner of ADAC Motorsport, and as part of the tie-up the agency will “market all event series from the ADAC Motorsport rights portfolio,” such as the touring car DTM and GT Masters competitions.

Another element of the expansion will see Infront place a team in Munich, where the ADAC is headquartered, to work alongside each other.

The two parties have been working with each other since a long-term partnership was signed in August 2017.

The extension was announced following the final of the 2023 DTM, yesterday (October 22).

Matthias Pietza, Infront Germany’s managing director, said: “Thanks to our long-standing cooperation with the ADAC, we have a basis of trust on which we can optimally build with our team on site. We are very much looking forward to using ADAC's experience and our expertise to make the sport even more attractive for companies and their brands. At the same time, we want to create a unique platform where first-class motorsport goes hand in hand with innovation.”

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Thomas Voss, head of ADAC Motorsport, added: "Through the partnership with Infront, we are making the marketing of the DTM and the other ADAC racing series fit for the future. Together we want to grow further and win new partners, especially for the DTM. With its know-how and global network, Infront is exactly the right partner for this.”

Earlier this month, Infront confirmed the renewal of its commercial partnership with Lega Basket Serie A (LBA), the top tier of Italian domestic basketball.

The deal will see Infront continue to exclusively manage the marketing, sponsorship, and digital rights of the league until the end of the 2029-30 season.