Ex-Audi boss Stadler advises start-up

Lisa Marie Münster Lisa Marie Münster | 10.12.2021

Newonads wants to lead local sports clubs into digital advertising, and the start-up has support from former Audi boss Rupert Stadler.

He is currently still on trial for his alleged involvement in the VW Group's diesel scandal, but Rupert Stadler also devotes himself to completely different topics: The ex-Audi boss is advising the start-up Newonads. "I can contribute my management experience here," Stadler tells the Handelsblatt. The start-up, run by Florian Holste, is part of the consulting and marketing company Achtzig20, whose CEO is also Holste.

Newonads is first getting into local marketing for sports clubs, which it wants to help place ads far away from Google on platforms like Instagram and LinkedIn. Primarily targeting first to third division clubs in football, basketball, volleyball, handball and ice hockey, Newonads says. "No one has served the local space yet," Holste tells Handelsblatt, blaming this primarily on the differentiation of the market.

The Newonads team currently consists of seven employees, and in December the start-up raised one million euros from an Austrian family office, name unknown. The valuation of Newonads is currently ten million euros, writes the Handelsblatt.

Newonads is currently backed by former professional footballer Manfred Bender and world champion Thai boxer Dardan Morina. They also bring contacts to sports clubs. But Newonads also benefits from the Ingolstadt-based parent company Achtzig20, which works with THW Kiel and Hannover 96, for example.


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