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INTERNATIONAL FOCUSGERMANYDRIVING THE ENGINES OF GROWTHJonas Falk investigates the key driversbehind the powerful German sportsmarket and identifies the strengthsand occasional weaknesses in itssponsorship and broadcasting sectors.ENGINES ARE ROARING. Gears are shifting.The smell of burnt rubber stings the nostrils.Welcome to the racetrack.Motorsport events in Germany are, at firstglance, about entertainment; but behind thescenes Germany’s racing circuits look more likecentral business districts.Business lounges at circuits make visitorsfeel like they’re actually strolling through aflashy urban area. Huge multi-storey trucksare transformed into some of sport’s mostimpressive facilities: each of them is a modernair-conditioned communication centre withconference rooms, catering, sun decks andmany more luxury amenities.But even more important than the facilitiesare the guests. They are nearly always veryimportant people. Standing next to one of thestars of world football or a chief executive officerof a multi-billion-dollar sports company isn’tawkward - it’s key behind the concept.One of Germany’s most important venuesof this type is the DTM (German Touring CarChampionship) Business Lounge poweredby Deutsche Post, the world’s largest logisticsgroup. Decision-makers from all businessdomains meet at sport events, so businesslounges at sporting venues present the idealrelaxed atmosphere for meetings.“In general, hospitality is an integral andfinancially important part of our businessin Germany and a decisive reason for manycompanies to become involved in sportsponsorship - especially in times whencustomer loyalty and relationships have becomemore and more important,” says ReinhardtWeinberger, managing director of sports andmedia marketing company Infront Germany.70 SportBusiness International • No.161 • 10.10