Published on February 3rd, 2026
Location: Germany
SPORTFIVE Takes Over Global Commercialisation of the Mercedes-AMG Motorsport GT Sport Programme
Hamburg, 3 February 2026 - Mercedes-AMG Motorsport and the international sports commercialisation agency SPORTFIVE are joining forces to promote the Mercedes-AMG Motorsport GT sports programme more effectively through comprehensive commercial management. SPORTFIVE will be responsible for all commercialisation activities, including market analysis, strategic positioning, pitch deck creation, and sponsorship partner acquisition and support. At the SPOBIS Conference 2026 in Hamburg, the Mercedes-AMG Motorsport and SPORTFIVE exhibition stands will be located next to each other to maximise attention and establish a powerful joint brand presence.
The collaboration aims to combine strong brands with one of the world's most successful racing programmes, setting new standards in motorsport sponsorship. The focus is on Mercedes-AMG Motorsport's GT Sport programme. This programme is represented on some of the world's most prestigious racetracks and includes top international series such as the DTM, the ADAC GT Masters, the GT World Challenge in America, Asia and Australia, the Intercontinental GT Challenge (including the Bathurst 12 Hour), the ADAC RAVENOL 24 Hours of Nürburgring, the CrowdStrike 24 Hours of Spa, the Suzuka 10 Hour and the Indianapolis 8 Hour, presented by AWS, as well as the FIA GT World Cup in Macau and the IMSA WeatherTech SportsCar Championship and the FIA WEC (including the legendary 24 Hours of Le Mans).
"By working with Mercedes-AMG Motorsport, we are expanding our portfolio with an iconic brand that embodies maximum performance born of passion. We are very much looking forward to commercializing this fascinating format and taking motorsport sponsorship to a new level together," says Björn Jäkel, Senior Vice President of Global Sales at SPORTFIVE.
Together with SPORTFIVE, we want to rethink motorsport and connect strong brands in an even more targeted way.
Christoph Sagemüller, Head of Mercedes-AMG Motorsport
Mercedes-AMG Motorsport also views the partnership as a significant step in its international commercialisation strategy. "Together with SPORTFIVE, we want to rethink motorsport and connect strong brands in an even more targeted way, creating international visibility and emotional engagement while providing innovative ideas for the future of customer motorsport. SPORTFIVE's global expertise and extensive network will open up new opportunities for us, enabling us to strengthen our presence, reach new target groups and enhance the allure of GT sports worldwide," says Christoph Sagemüller, Head of Mercedes-AMG Motorsport.
With over a hundred customer racing teams and around 2,000 race starts per year, Mercedes-AMG Motorsport provides a global platform offering maximum visibility and fostering emotional brand loyalty. Mercedes-AMG racing cars cover the entire spectrum of GT sports. They range from entry-level racing cars to exclusive club sport racing cars and the highly decorated Mercedes-AMG GT3.
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About SPORTFIVE
SPORTFIVE is a global sports marketing agency that delivers customer-centric solutions based on trust and transparency, deep industry experience and global relationships, digital intelligence and innovation. SPORTFIVE strategically and creatively connects brands, rightsholders, media platforms and fans to create and enable contemporary partnerships in sports.
While creating and growing long-term value for all, SPORTFIVE often leads the sports business into the future through innovative digital solutions and strives to be the most progressive and respected partner in sports.
Being at the centre of professional sport SPORTFIVE will use its unique position, in order to make a positive contribution to sustainability and to live up to the social and economic duty and responsibility, which sport and consequently all parties involved, also have. SPORTFIVE operates with a global mindset and network of over 1,200 local experts based in 15 countries around the world, active in Football, Golf, Handball, Motorsport, Esports, Cricket, Tennis, American Football, Basketball, Hockey, Rugby, Olympics and Multi-Sport Events, Wintersports and many more.
Press contacts
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Mara Kottke
Manager Marketing Communications
mara.kottke@sportfive.com
