Bettina Eichhammer new responsible for media

More service after reorganisation of the media sector


Peter Dahlmanns was handing over his media relations duties for the ATS Formula 3 Cup to Bettina Eichhammer at the beginning of the new year. 55-year old Dahlmanns from Cologne is going to be responsible for the strategic work within the public relations while 35-year old Eichhammer from Munich is going to have sole responsibility for the media relations and the direct contact with the media representatives.


Bettina Eichhammer has more than 15 years of experience in media relations. She is able to present complex matters in a comprehensive manner focusing on the target group and producing effective texts. She learned in practice, journalism at a TV station and public relations at a globally operating company.


In between she worked for international agencies, medium-sized companies, local TV stations and print media. “I place particular emphasis on a holistic communication. A sole press release does not bring in readers, an interview alone is not necessarily interesting,” says Bettina Eichhammer. “That is why I am looking forward to working with an experienced team helping the ATS Formula 3 Cup to achieve even more attention.”

Having decisively influenced media relations in the German Formula 3 for more than 20 years, Peter Dahlmanns is going to focus on strategic public relations and act as a negotiating partner with regard to TV marketing and media partnerships of the ATS Formula 3 Cup. “After successful years in the Int. German Formula 3 Championship we faced a challenging, but eventually satisfying task in 2003 – the development of a new national Formula 3 racing series.


Well established now, the ATS Formula 3 Cup will play an important role as a foundation of the new FIA Formula 3 European Championship. That is why I want to focus more on strategic concepts and the political positioning of our series. I wish my successor, Bettina Eichhammer, all the support, that I always got from the colleagues of the media. I would not want to miss the friendships we built over time.”


The Formula 3 Association is going to offer even more service for the press after restructuring the media sector of the ATS Formula 3 Cup. “Nowadays, you have to be highly diversified in order to reach the public. With social media becoming increasingly important, continuous interaction has to be maintained and supported. Bettina Eichhammer is going to play a major role in that area.


She will also be responsible for the media service before, during and after the events. Peter Dahlmanns supports the ATS Formula 3 Cup with his diverse experience and extensive network. In the future, we intend to make even better use of this potential,” says Bertram Schäfer, first chairman of the Formula 3 Association.



- Formel 3 Vereinigung -