What Nürburgring does

Nürburgring 1927 GmbH & Co. KG is a privately held German motorsport and entertainment venue operator headquartered in Nürburg, Germany, that operates the legendary Nürburgring complex, founded in 1927. The company runs two world-class race tracks: the Nordschleife (20.832 km, 73 corners, 300m elevation difference), known as the 'Green Hell' and the longest permanent race track in the world, and the Grand Prix Track (5.148 km, FIA Formula 1-compliant, opened in 1984). Combined track length exceeds 25 kilometers, supplemented by a 130,000 sqm driving safety centre, 400m indoor karting track, 19 VIP lounges, the 5,050-capacity ring°arena, and multiple conference and event venues.

The company generates revenue across six streams: event hosting and venue rental (24h race, DTM, F1, Truck Grand Prix, Rock am Ring, Rad am Ring); VIP hospitality and subscription-season lounge bookings; sponsorship and advertising with a tiered exclusivity partner program (Official Automotive Partners BMW M, Mercedes-AMG, XIAOMI; Exclusive Partners Goodyear, RAVENOL, Bitburger, Bilstein); tourist drives and driving experiences on both circuits; co-pilot rides via the Nürburgring Driving Academy; and merchandise through the ring°fanshop plus brand licensing. Go-to-market is a hybrid model combining direct enterprise field sales for B2B corporate events, partnerships, and track rentals with self-serve online booking for B2C consumer experiences.

Customer segments span motorsport series organizers (ADAC 24h Race, Nürburgring Endurance Series, DTM), corporate clients for events and brand activation, motorsport enthusiasts purchasing tourist drives and academy training, leisure visitors attending entertainment events, and brand partners seeking association with the Nürburgring mythos. The venue operates as an event-driven, multi-purpose destination across motorsport, entertainment, corporate, and leisure verticals, with full-year programming across automotive, motorcycle, classic, and entertainment categories.

Name

Nürburgring

Legal name

Nürburgring 1927 GmbH & Co. KG

Website

https://nuerburgring.de

Company type

Private

Founded year

1927

Operating status

Operating

Headcount range

51–100 employees

Short description

Nürburgring 1927 GmbH & Co. KG operates the legendary Nürburgring motorsport complex in Germany, hosting two world-class race tracks (Nordschleife and Grand Prix Track), driving experiences, VIP hospitality, sponsorship, and entertainment events for motorsport series organizers, corporate clients, and motorsport enthusiasts.

Ownership category

akta.pro rank

Product category

Motorsport Venue Operations

NAICS

Racetracks (711212), Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Race Tracks, Circuits & Motorsport Venues (MPAKAGAE)

akta.pro secondary industries

Motorsports Events (F1, NASCAR, Rally, Moto) (MPAGAMAD), Motorsports & Racing Experiences (THAJAFAF), Sports & Arena Event Venues (Stadiums, Arenas) (THAHAAAF)

Keywords

• Motorsport venue hosting
• Driving experience programs
• Corporate event venues
• Race track rental
• Automotive event management

Headquarters

HQ city

Nürburg

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Event Hosting & Venue Rental: Revenue from hosting motorsport events (24h race, DTM, Formula 1, truck grand prix), entertainment events (concerts, darts), and corporate events. Venue rental includes track rental, conference facilities, and event spaces.
2. VIP Hospitality: Premium hospitality services including VIP lounges (19 available), Super VIP lounges with 360° views, and exclusive season-long lounge bookings. First-class catering with views of the start-finish straight.
3. Sponsorship & Advertising: Year-round and temporary advertising opportunities including perimeter advertising, naming rights, VIP hospitality packages, corporate events, and licensing. Comprehensive marketing mix with below-the-line measures.
4. Tourist Drives & Driving Experiences: Consumer access to drive the Nordschleife and Grand Prix Track, co-pilot rides, driving academy programs, formula trainings, and sports driver trainings.
5. Merchandise & Retail: ring°fanshop selling Nürburgring branded merchandise, souvenirs, and racing memorabilia.
6. Licensing: Licensing of the Nürburgring brand, logos, and trademark for products and services officially associated with the brand.

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

The Nürburgring operates a multi-functional motorsport and entertainment venue featuring the legendary Nordschleife (20.832 km) and Grand Prix Track (5.148 km), hosting major racing events (24h race, DTM, Formula 1), consumer driving experiences (tourist drives, co-pilot rides, driving academy), corporate events, VIP hospitality, entertainment events (Rock am Ring), attractions (karting, cinema, bowling, esports), and merchandise sales.

Product overview

Nürburgring operates as a multi-functional motorsport and entertainment venue featuring two world-class race tracks (Nordschleife at 20.832 km and Grand Prix Track at 5.148 km), offering automotive, motorcycle, and entertainment events alongside driving experiences, corporate hospitality, and venue rentals. The portfolio includes the Nürburgring Driving Academy with professional training programs, attractions like Ring°Kartbahn, Ring°Kino, Ring°Arena, Ring°Boulevard, and Ring°Werk museum, plus VIP hospitality services with 19 lounges and multiple event venues. Business services encompass corporate events, team building, track rental, sponsorship, licensing, and a structured partner program with Official Automotive Partners (BMW M, Mercedes-AMG, XIAOMI), Exclusive Partners (Goodyear, RAVENOL, Bitburger, Bilstein), Premium Partners, and Business Partners tiers.

Differentiator

Problem solved

Functional benefit

Products and services

• Nordschleife The legendary 'Green Hell' — the longest permanent race track in the world at 20.832 km with 73 corners and 300m elevation difference. Available for tourist drives, commercial track rental, racing events, and testing by automotive OEMs.
• Grand Prix Track Modern 5.148 km race track built in 1984 with FIA Formula 1 safety standards, featuring wide run-off zones, gravel beds, and comprehensive infrastructure. Used for Formula 1, DTM, GT World Challenge, and other motorsport events.
• Tourist Drives Opportunity for the public to drive on the Nordschleife and Grand Prix Track for personal driving experiences, available for individual purchase via the website.
• Co-Pilot Rides
• Nürburgring Driving Academy
• Automotive Events
• Entertainment Events
• Motorcycle Events
• Oldtimer Events
• Ring°Kartbahn
• Ring°Kino
• Ring°Bowling
• Nürburgring Esports Bar
• VIP Lounges
• Super VIP Lounges
• Ring°Arena
• Ring°Boulevard
• Bitburger Event-Center
• Nürburgring Business Center
• Historic Paddock World's oldest surviving pit area, opened in 1927 and restored to original condition, available for corporate events and product presentations.
• Track Rental
• Partner Program Structured partnership tiers: Official Automotive Partners (BMW M, Mercedes-AMG, XIAOMI), Exclusive Partners (Goodyear, RAVENOL, Bitburger, Bilstein), Premium Partners, and Business Partners, with gold/silver/bronze badge recognition.
• Nürburgring Business Club
• Licensing
• Sponsorship & Advertising
• Nürburgring Offroad Park
• Fahrsicherheitszentrum (Driving Safety Centre) Driving safety training center operating since 1994 with two sites totaling 130,000 sqm at the Nürburgring, offering professional safety courses for individuals and corporate clients.
• Nürburgring Fan Shop
• Nürburgring Caravan Park

Quantifiable outcome

• 11,948 participants at Rad am Ring 2025 (record number)
• +2 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature4 records

Partnerships

Nine partnerships are on record, tiered flagship, core and supporting.

• BMW MflagshipStrategic or Co-development Partner · 10 July 2025Official Automotive Partner of Nürburgring since July 2025 restructuring. BMW M is among the limited top-tier partners at the apex of the Nürburgring partner hierarchy, representing automotive excellence and motorsport heritage.
• Mercedes-AMGflagshipStrategic or Co-development Partner · 10 July 2025Official Automotive Partner of Nürburgring since July 2025 restructuring. Mercedes-AMG represents one of the top-tier Official Automotive Partners with access to comprehensive brand activation and exclusivity benefits.
• XIAOMIflagshipStrategic or Co-development Partner · 10 July 2025Official Automotive Partner of Nürburgring since July 2025 restructuring. XIAOMI joins the elite group of Official Automotive Partners representing the new generation of automotive technology and electric vehicles.
• GoodyearflagshipStrategic or Co-development Partner · 10 July 2025Exclusive Partner (tires) - one company per industry limitation applies. Goodyear represents the tire industry as an Exclusive Partner with long-standing Nürburgring tradition.
• RAVENOLflagshipStrategic or Co-development Partner · 10 July 2025Exclusive Partner (lubricants) - one company per industry limitation applies. RAVENOL serves as the exclusive lubricants partner with established Nürburgring motorsport credentials.
• BitburgerflagshipStrategic or Co-development Partner · 10 July 2025Exclusive Partner (beverages) - one company per industry limitation applies. Bitburger provides beverages for events and represents the beverage category as an Exclusive Partner with deep Nürburgring heritage.
• BilsteinflagshipStrategic or Co-development Partner · 10 July 2025Exclusive Partner (suspension technology) - one company per industry limitation applies. Bilstein provides suspension expertise and represents the automotive technology category as an Exclusive Partner.
• Coca-ColacoreGTM or Marketing Partner · 10 July 2025Coca-Cola business°lounge is a major hospitality and sponsorship element, representing significant brand presence in the VIP hospitality area of the Nürburgring.
• HAZETsupportingGTM or Marketing Partner · 10 July 2025HAZET Boxen provides branded pit facilities for corporate events and hospitality, representing a named sponsorship of specific Nürburgring facilities.

Scale indicators17 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Indianapolis Motor Speedway: Iconic American motorsport complex encompassing the Indianapolis 500 and MotoGP events. Highly comparable in heritage (over a century old), massive spectator capacity, driving experiences, on-site museum and OEM sponsorship model.
• Circuit of the Americas (COTA): US-based motorsport facility hosting the United States Grand Prix, MotoGP and major concerts. Comparable modern venue with branded VIP lounges, driving experiences, karting and corporate event spaces.
• Hockenheimring: German motorsport circuit also hosting DTM and historic F1 events. Directly comparable to Nürburgring on national motorsport audience, corporate event offerings and event-driven revenue model.
• Silverstone Circuit: England's flagship motorsport venue and home of the British Grand Prix. Operates a dual-track motorsport complex with tourist drives, corporate hospitality and driving experiences — the closest direct peer to Nürburgring in terms of heritage motorsport venue + experience portfolio.
• Autodromo Nazionale Monza: Italian motorsport venue and host of the Italian Grand Prix since 1950. Comparable heritage motorsport venue with arena, VIP hospitality and automotive brand activations adjacent to a major OEM market.
• Circuit de Spa-Francorchamps: Legendary Belgian motorsport complex famous for its long, challenging track layout and 24-hour endurance race. Most direct European comparable to the Nordschleife — iconic heritage circuit hosting motorsport events, tourist drives and corporate hospitality.
• Circuit de Barcelona-Catalunya: Spanish motorsport complex used for Formula 1 testing and the Spanish Grand Prix. Comparable in hosting F1 race weekends, motorsport series, driving experiences and corporate hospitality packages.
• Suzuka Circuit: Japanese motorsport venue owned by Honda and host of the Japanese Grand Prix. Operates amusement park attractions, driving experiences and corporate events alongside its racing calendar — a comparable integrated motorsport-plus-entertainment venue model.

Broad incumbents

• Daytona International Speedway: American motorsport venue operated by NASCAR's parent company. Comparable as a multi-purpose motorsport entertainment complex with corporate hospitality and driving experiences, though differentiated by NASCAR stock-car focus.
• Rockingham Motor Speedway / MotorSport Vision (MSV): UK-based motorsport venue operator running multiple circuits (Brands Hatch, Donington Park, Snetterton). Comparable venue operator with track rental, corporate events, driving experiences and racing calendars across a multi-asset portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/nuerburgring
• Facebookfacebook.com/nuerburgring
• LinkedInlinkedin.com/company/nurburgring

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Nürburgring