Red Bull Ring I Projekt Spielberg

What Red Bull Ring I Projekt Spielberg does

Projekt Spielberg GmbH & Co KG operates the Red Bull Ring, a motorsport racing circuit located in Spielberg, Styria, Austria. The site was originally constructed as the Österreichring in 1969, was acquired by Red Bull GmbH in 2005, and reopened under the Red Bull Ring brand in 2011 following a comprehensive renovation. It functions as a multi-use motorsport and event venue hosting Formula 1, MotoGP, DTM, and the Red Bull Ring Classics, in addition to year-round programming.

The core product is a homologated racing circuit and surrounding event infrastructure, including on-site gastronomy, hotels, a fan shop, and dedicated driving-experience facilities (cars, motorcycles, and karting). A MotoGP-specific chicane was added in 2022, enabling the venue to host both premier two-wheel and four-wheel championships. Supporting digital infrastructure includes a centralized ticketing platform operated with GP Ticketshop, a dedicated event app, and a cashless on-site payment card.

Revenue is generated through multiple streams: race-weekend ticket sales and hospitality packages, year-round driving-experience bookings, corporate and business-event contracts, on-site gastronomy and lodging, and merchandise. The business is essentially B2C ticketing and consumer services, with B2B corporate hospitality providing partial diversification. As a wholly-owned subsidiary of Red Bull GmbH, the venue benefits from the parent group's global brand and event-promotion capabilities while operating as a self-contained commercial venue.

Name

Red Bull Ring I Projekt Spielberg

Legal name

Projekt Spielberg GmbH & Co KG

Website

https://redbullring.com

Company type

Private

Founded year

2011

Operating status

Operating

Short description

Projekt Spielberg operates the Red Bull Ring, an Austrian motorsport circuit owned by Red Bull GmbH that hosts Formula 1, MotoGP, and DTM race weekends and offers year-round driving experiences, corporate hospitality, and on-site lodging and merchandise.

Ownership category

akta.pro rank

Product category

Motorsport Venue & Event Services

NAICS

Racetracks (711212)

SIC

Services-Racing, Including Track Operation (7948), Services-Amusement & Recreation Services (7900), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Motorsports Tracks & Racing Facilities (MPAKAEAC)

akta.pro secondary industries

Race Tracks, Circuits & Motorsport Venues (MPAKAGAE), Motorsport Event Promoters & Race Organizers (MPAKADAE), Motorsports & Racing Experiences (THAJAFAF)

Keywords

• Motorsport event venue
• Racing circuit hospitality
• Driving experience packages
• Corporate event hosting
• Motorsport ticketing services

Headquarters

HQ city

Spielberg Bei Knittelfeld

HQ country

Austria

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Event Ticketing: Revenue generated from ticket sales for Formula 1 Austrian Grand Prix, MotoGP Grand Prix of Austria, DTM, and Red Bull Ring Classics events. Ticket categories include grandstand tickets, standing area tickets, VIP tickets, and season passes. Tickets are sold via the Ticket Station and gpticketshop.com.
2. Driving Experiences: Paid driving experiences including Red Bull Ring Tours, carpool sessions, off-road buggies (CFMOTO), race taxis (KTM X-Bow), lead & follow sessions (Porsche 718 Cayman S), and winter driving programs. Vouchers are available for purchase.
3. Business Events & Hospitality: Corporate meetings, seminars, congresses, incentives, teambuildings, trainings, VIP packages, and corporate/Christmas parties hosted at the Red Bull Wing and other event spaces. Gastronomy catering services are also provided.
4. Gastronomy & Hotels: On-site dining at Bull's Lane (bistro), Wing Café (coffee), Patisserie, and external catering. Hospitality services include Schönberghof Spielberg hotel and partner hotels in the Murtal region (Wasserturm, Steirerschlössl, Schloss Gabelhofen, G'Schlössl Murtal, Hofwirt).
5. Fan Shop & Merchandise: Fan Shop at the Red Bull Ring and Online Fan Shop selling official Red Bull Ring merchandise including apparel and memorabilia. Cashless cards are also available for cashless transactions on site.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

The Red Bull Ring operates a world-class motorsport racing circuit in Spielberg, Styria, Austria, hosting flagship international events (Formula 1 Austrian Grand Prix, MotoGP Grand Prix of Austria, DTM, and Red Bull Ring Classics) for which it sells tickets, VIP packages, and hospitality. Beyond race events, the venue sells paid driving experiences on the actual F1/MotoGP track (race taxis in KTM X-Bow, lead-and-follow in Porsche 718 Cayman S, off-road buggies by CFMOTO), hosts corporate meetings, seminars, incentives and team-building events, and operates on-site gastronomy, a Fan Shop, partner hotel accommodations, and a mobile app for visitor services.

Product overview

Red Bull Ring I Projekt Spielberg operates a motorsport venue and events complex in Spielberg, Austria. The offering consists of a unified venue platform hosting major international racing events (Formula 1, MotoGP, DTM, Red Bull Ring Classics) supported by ticketing infrastructure, complemented by experiential products including driving experiences on the F1/MotoGP track, behind-the-scenes tours, and track access for private vehicles. Hospitality services span on-site gastronomy (Bull's Lane, Wing Café, Patisserie), a Fan Shop, and partnered hotel accommodations. Digital engagement is provided through the Red Bull Ring App offering event information, interactive maps, and real-time notifications. B2B services include corporate event hosting for meetings, seminars, congresses, incentives, and VIP packages. The venue also offers cashless payment solutions and winter-season activities.

Differentiator

Problem solved

Functional benefit

Products and services

• Event Ticketing (Formula 1, MotoGP, DTM, Red Bull Ring Classics) Sale of spectator tickets for the venue's flagship international motorsport events — the Formula 1 Austrian Grand Prix, MotoGP Grand Prix of Austria, DTM, and the Red Bull Ring Classics vintage racing event. Categories include grandstand, standing area, VIP, and season passes, sold online via the Ticket Station and gpticketshop.com and on-site at box offices. Targeted at motorsport fans and event spectators.
• Driving Experiences Paid on-track driving experiences letting consumers drive sports cars (Porsche 718 Cayman S), ride in KTM X-Bow race taxis, pilot CFMOTO off-road buggies, or take lead-and-follow sessions on the actual F1/MotoGP circuit. Vouchers are available for purchase and on-site redemption. Targeted at thrill-seekers, automotive enthusiasts, and gift buyers.
• Business Events (Meetings, Seminars, Congresses, Incentives, Team-building) B2B event hosting at the Red Bull Wing and other venue spaces, including meetings, seminars, congresses, fairs, incentive trips, team-building activities, trainings, and corporate or Christmas parties, supported by on-site catering. Targeted at corporate event planners and DACH-region companies seeking distinctive venues.
• VIP Packages Premium hospitality packages granting access to VIP areas, VIP lounges, exclusive viewing positions, and enhanced event experiences for both race spectators and corporate clients. Targeted at high-spend individuals and corporate hospitality buyers.
• Gastronomy & Catering On-site food and beverage services including the Bull's Lane bistro, Wing Café, Patisserie, and full catering for corporate and private events at the venue. Targeted at event attendees, corporate clients, and walk-in visitors.
• Fan Shop (On-site and Online) Retail sale of official Red Bull Ring branded merchandise, apparel, and memorabilia through the on-site Fan Shop at the venue and the Online Fan Shop. Targeted at fans, event attendees, and gift buyers.
• Winter at the Ring Off-season activities and driving programmes available at the Red Bull Ring during the winter months, extending the venue's commercial calendar beyond the racing season. Targeted at driving experience customers and off-season visitors.
• Partner Hotel Accommodations Accommodation referrals and bookings through the Murtal Tourist Board (hotline +43 3577 26600) and partner hotels including the on-site Schönberghof Spielberg and Murtal-region properties (Wasserturm, Steirerschlössl, Schloss Gabelhofen, G'Schlössl Murtal, Hofwirt). Targeted at multi-day event attendees and corporate guests.
• Cashless Card A prepaid cashless payment card accepted across the venue during events, eliminating the need for physical currency on site. Targeted at event attendees and on-site consumers.

Named customers5 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

Feature1 record

Partnerships

15 partnerships are on record, tiered core and minor.

• Red BullcoreGTM or Marketing PartnerRed Bull is the parent brand providing global brand recognition, marketing reach, and brand association for the Red Bull Ring venue. The venue operates under the Red Bull brand and benefits from Red Bull's extensive global sports and entertainment portfolio.
• CFMOTOminorGTM or Marketing PartnerCFMOTO is featured as a partner of the Red Bull Ring and provides off-road buggies for driving experiences. CFMOTO-branded off-road buggy experiences (silver tier, 30 minutes) are available at the venue.
• CupraminorGTM or Marketing PartnerCupra is listed as a partner of the Red Bull Ring, with branding featured on the partner section of the website.
• KTMminorGTM or Marketing PartnerKTM is a partner of the Red Bull Ring and provides the KTM X-Bow race taxi driving experience at the venue. KTM-branded vehicles are used for on-track experiences.
• InterwettenminorGTM or Marketing PartnerInterwetten is listed as a partner and sponsor of the Red Bull Ring, appearing in the Partners & Friends section of the venue.
• MünzerminorGTM or Marketing PartnerMünzer is a partner of the Red Bull Ring, featured in the Partners & Friends section. The Münzer Chicane is named after this partner on the race track.
• RauchminorGTM or Marketing PartnerRauch is listed as a partner of the Red Bull Ring, appearing in the Partners & Friends section of the website.
• Stadt GrazminorGTM or Marketing PartnerStadt Graz (City of Graz) is listed as a partner of the Red Bull Ring, with branding featured on the partner section of the website.
• Steiermark (Tourism Region)minorGTM or Marketing PartnerSteiermark (Styria) is listed as a partner, with the region heavily promoting the Red Bull Ring as a key tourism attraction. The Steiermark Village is a designated fan zone area during F1 events.
• Murtal Tourist BoardminorGTM or Marketing PartnerThe Murtal Tourist Board partners with the Red Bull Ring to provide accommodation referrals and visitor information for event attendees. The board provides a hotline (+43 3577 26600) for accommodation bookings during major events.
• ASFINAGminorGTM or Marketing PartnerASFINAG is Austria's motorway operator and provides the free ASFINAG app for traffic information (jams, accidents, construction, rest areas). Toll tunnels (Gleinalmtunnel, Bosrucktunnel) on routes to the venue require digital toll booking.
• EBA Bus Alliance GmbHminorChannel Partner/ Reseller/ DistributorEBA Bus Alliance GmbH provides interregional bus shuttle services for transport to major events at the Red Bull Ring. Shuttle tickets are sold together with event tickets via the Red Bull Ring booking platform. Users are redirected to EBA's website via iframe for shuttle booking.
• ÖBB (Austrian Federal Railways)minorChannel Partner/ Reseller/ DistributorÖBB train services are promoted as a sustainable travel option to the Red Bull Ring, with dedicated arrival information and route planning assistance for event attendees.
• Schönberghof Spielberg HotelminorGTM or Marketing PartnerSchönberghof Spielberg is the primary on-site hotel partner of the Red Bull Ring, listed under Gastronomy & Hotels at the Ring. It provides accommodation for event attendees within walking distance of the venue.
• GP Ticketshop (gpticketshop.com)coreChannel Partner/ Reseller/ DistributorGP Ticketshop is the official ticketing platform for Red Bull Ring events. When visitors purchase tickets via gpticketshop.com for events organized by or with ticketing rights held by Projekt Spielberg GmbH & Co KG, personal data is collected and transferred to Red Bull GmbH and its affiliated companies.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Hungaroring: Hungarian F1 circuit hosting the Hungarian Grand Prix with on-site driving experiences and event hosting — comparable European F1 venue operator with similar product set.
• Silverstone Circuit: UK motorsport circuit hosting the Formula 1 British Grand Prix and MotoGP, with driving experiences, corporate events, and on-site hospitality — directly comparable in business model and product mix to the Red Bull Ring.
• Autodromo Internazionale del Mugello: Italian MotoGP venue owned by Ferrari, hosting MotoGP, Italian Superbike, and Ferrari driving experiences — directly comparable in terms of multi-series motorsport hosting and paid track experiences.
• Autodromo Nazionale Monza: Historic Italian F1 venue (Italian Grand Prix) operating ticketing, hospitality, museum, and track-day experiences — directly comparable as a premium European motorsport venue operator.
• Circuit de Spa-Francorchamps: Belgian F1 venue hosting the Belgian Grand Prix and 24 Hours of Spa, with driving experiences and corporate hospitality — comparable premium European motorsport circuit operator.
• Circuit Paul Ricard: French motorsport venue hosting the French Grand Prix (historically), MotoGP testing, and extensive driving experience programs (Le Castellet) — highly comparable mix of F1/MotoGP tenancy plus paid track experiences.
• Hockenheimring: German motorsport venue that has hosted the German F1 Grand Prix and DTM, with driving experiences and event hosting — directly comparable Central European circuit operator.
• Nürburgring: German motorsport complex hosting F1 (historically), endurance racing, and tourist drives (Nordschleife), with driving experiences, corporate hospitality, and leisure attractions — closely comparable venue operator model.
• Circuit de Barcelona-Catalunya: Spanish F1 circuit hosting the Spanish Grand Prix, MotoGP, and driving experiences with corporate event venues — directly comparable multi-series motorsport venue and experience operator.

Broad incumbents

• Indianapolis Motor Speedway: Iconic US motorsport venue hosting the Indy 500, MotoGP, and NASCAR, with extensive driving experiences and museum — broader incumbent in scale but same core motorsport venue, ticketing, and experience business model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/RedBullRing
• YouTubeyoutube.com/c/RedBullRing
• Facebookfacebook.com/RedBullRing
• LinkedInlinkedin.com/company/redbullring
• Instagraminstagram.com/redbullring
• TikToktiktok.com/@redbullring?lang=de

Revenue estimate

Valuation estimate

Number of profiles

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 Red Bull Ring I Projekt Spielberg