Hegersport GmbH

What Hegersport GmbH does

Hegersport GmbH is an Essen-based motorsport events and marketing agency founded in 2005 by Altfrid Heger and Christof Maischak. The company serves as Lead Agency for Porsche Deutschland's two flagship national racing series — the Porsche Sports Cup Deutschland (since 2005) and the Porsche Carrera Cup Deutschland (since 2019) — assuming full-season organizational responsibility including track rental, participant management, TV production, and press relations. As of January 1, 2025, Christof Maischak is the sole managing shareholder. The firm operates with a team of approximately 11 employees.

The company delivers a unified portfolio of motorsport and brand experience services across seven core offerings: motorsport organization, track days and driving experiences at European circuits (Nürburgring, Spa-Francorchamps, Hockenheim, Bilster Berg, Zandvoort), winter driving trainings in Lapland and Austria, brand roadshows (including the Porsche "Experience. Electrified." tour), individually curated passion drives, coaching and instructor services, and full-service event management for galas and corporate formats. The technology stack is essentially operational — no proprietary platform, API, or software product exists; value creation relies on personnel expertise, venue relationships, and OEM client trust.

The business model is professional services: quote-based fees for event organization, driving experiences, and brand activations. Primary customers are premium automotive manufacturers (Porsche Deutschland) and a regional dealer network of Porsche Zentrum locations across Germany, with secondary segments in corporate incentive clients and high-net-worth individuals. Customer acquisition is relationship-driven through long-tenured mandates rather than marketing-led demand generation. Revenue is concentrated with Porsche Deutschland, while the dealer network functions as a downstream channel for driving experience distribution rather than a primary revenue source. The company is privately held with no external institutional investors.

Name

Hegersport GmbH

Legal name

Hegersport GmbH

Website

https://hegersport.de

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Hegersport GmbH is an Essen-based motorsport events and marketing agency that serves as Lead Agency for Porsche Deutschland's Sports Cup and Carrera Cup racing series, and delivers driving experiences, winter trainings, roadshows, and corporate events for premium automotive OEMs and dealerships.

Ownership category

akta.pro rank

Product category

Motorsport Event Services

NAICS

Spectator Sports (7112), Racetracks (711212)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Race Promoters & Event Organizers (Race Weekend Operations) (MPAKAGAC)

akta.pro secondary industries

Motorsport Event Promoters & Race Organizers (MPAKADAE), Motorsports Events (F1, NASCAR, Rally, Moto) (MPAGAMAD), Motorsports & Racing Experiences (THAJAFAF)

Keywords

• Motorsport event organization
• Driving experience events
• Racing series management
• Automotive brand experiences
• Track day services

Headquarters

HQ city

Essen

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Lead Agency Services for Racing Series: As lead agency for Porsche Carrera Cup Deutschland (since 2019) and Porsche Sports Cup Deutschland (since 2005), Hegersport handles full-season motorsport organization including track rental, participant management, TV production, and press relations. Revenue derived from agency retainer and service fees for comprehensive race series management.
2. Driving Experience Events: Organization and delivery of track days, winter driving trainings in Sweden/Austria, exclusive road trips, and brand-focused road shows for automotive manufacturers and corporate clients. Revenue generated through event service fees and hospitality packages.
3. Corporate Brand Experiences: Conception and execution of vehicle presentations, galas, trade show appearances, and incentive events for automotive brands and dealers. Full-service event management including location scouting, catering, production, and guest management.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Hegersport GmbH is a motorsport organization and brand-experience agency that plans, runs, and delivers racing series, track days, winter driving trainings, road shows, and exclusive driving events on behalf of premium automotive manufacturers (notably Porsche Deutschland) and their dealer networks. The company acts as lead agency for the Porsche Carrera Cup Deutschland and Porsche Sports Cup Deutschland, handling end-to-end season operations including track rental, participant management, TV production, and press relations, and also designs bespoke corporate incentive and event experiences.

Product overview

Hegersport GmbH is a motorsport events and marketing agency (not a technology/product company). The company offers a unified portfolio of event services centered on motorsport brand experiences. Core services include motorsport organization for racing series (Lead Agency for Porsche Carrera Cup Deutschland and Porsche Sports Cup Deutschland), track day experiences, winter driving trainings, brand roadshows, exclusive driving tours, coaching/instructor services, and event management for galas and special formats. The product portfolio is organized as a single integrated service offering rather than discrete software products or modules.

Differentiator

Problem solved

Functional benefit

Products and services

• Motorsport Organization (Rennsport-Organisation)

Named customers18 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• Porsche Deutschland GmbH (Porsche Carrera Cup)coreStrategic or Co-development Partner · 1 January 2019Since 2019, Hegersport has served as lead agency for the Porsche Carrera Cup Deutschland, assuming full organizational responsibility for complete seasons including logistics, event execution, and brand experience delivery on a premier racing platform.
• Porsche Deutschland GmbH (Porsche Sports Cup)coreStrategic or Co-development Partner · 1 January 2005Since 2005, Hegersport has served as lead agency for the Porsche Sports Cup Deutschland, handling complete season organization including track rental, participant management, TV production, and press relations. This flagship partnership represents the company's primary business relationship and demonstrates trust at the series level.
• Porsche Zentrum Network (Germany)minorChannel Partner/ Reseller/ DistributorNetwork of regional Porsche dealerships (Munich, Stuttgart, Berlin, Dortmund, Dresden, Baden-Baden, Bamberg, Bayreuth, Wuppertal, Soest, Essen, and others) that partner with Hegersport for driving events, customer experiences, and brand activations in their respective regions.
• Audi Zentrum EssenminorChannel Partner/ Reseller/ DistributorRegional Audi dealership partner for driving events and brand experiences in the Essen region.
• LAMBORGHINI MÜNCHENminorChannel Partner/ Reseller/ DistributorRegional Lamborghini dealership partner for exclusive driving events and brand experiences in the Munich region.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• SRO Motorsports Group: Organizes GT and touring car racing series globally (including events at Nürburgring, Spa, Hockenheim). Closely comparable to Hegersport as a motorsport event promoter running full-season racing calendars for premium automotive manufacturers.
• GetSpeed Performance & Events: Driving experience provider and motorsport event operator at the Nürburgring. Directly comparable to Hegersport's trackday and brand experience business, serving premium automotive clients on the same circuits.
• Manthey Racing: Porsche factory-affiliated motorsport team and event operator at the Nürburgring, offering customer driving experiences, race organization, and track days. Shares Hegersport's Porsche ecosystem positioning and motorsport experience offerings.
• 7events GmbH: German motorsport and corporate event agency offering track days, incentive events, and brand experiences. Directly comparable service portfolio to Hegersport's experience-side business.
• Mücke Motorsport: Berlin-based motorsport team and event organizer with experience in ADAC Formula racing and brand experiences. Comparable motorsport organization + event services mix for premium automotive clients.
• ProAm Racing / Falken Motorsports: GT racing team and customer driving program operator active at German circuits. Comparable motorsport-organization and premium brand-experience positioning to Hegersport's Porsche Cup operations.
• Black Falcon GmbH & Co. KG: Cologne-based motorsport team and event organizer operating in VLN/NLS and GT racing, with corporate driving events. Comparable motorsport organization + brand experience mix to Hegersport's Porsche-led portfolio.
• Frikadelli Racing Team: Porsche customer racing team and operator of driving experiences at the Nürburgring. Comparable in mixing professional motorsport participation with paid customer-driving programs on shared circuits.

Broad incumbents

• ADAC Motorsport: Germany's largest motorsport organizing body, running championships, calendars and grassroots racing across the country. A broader incumbent that Hegersport indirectly interfaces with through Porsche Cup calendar overlap.
• Porsche Experience Center: OEM-owned driving experience centers (Leipzig, Atlanta, etc.) operated directly by Porsche. A potential in-housing threat and broader incumbent that competes for the same premium driving experience budget Hegersport addresses.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/hegersport-gmbh

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hegersport GmbH