The cybersecurity company brings the German racing driver to Europe’s premier IT security event as a Premier Exhibitor.
Admin By Request will exhibit at this year’s it-sa Expo&Congress in Nuremberg from October 7-9, bringing German Formula 1 driver Nico Hulkenberg to the show. The Aalborg, Denmark-based company is a Premier Exhibitor at the event.
Hulkenberg will make an on-stage appearance on Wednesday, October 8 at 4:45 p.m. before meeting attendees at the Admin By Request booth. The company plans to run live product demonstrations, distribute promotional items, and host a competition where attendees can win VIP dinner access with Hulkenberg that evening plus his signed 2025 replica helmet.
“I look forward to joining my partner Admin By Request and experiencing it-sa. There are some surprising similarities between motorsport and cybersecurity – it’s all about precision, control, and speed. Trust is also a crucial factor. As a racing driver, you have to trust your car, the equipment, and the people around you,” said Nico Hulkenberg.
Admin By Request began its partnership with Hulkenberg earlier in 2025, a year that saw the German driver finish third at Silverstone for Stake F1 Team KICK Sauber (the team’s first podium result in over a decade and Hulkenberg’s first career F1 podium). As Hulkenberg prepares to join the Audi F1 project in 2026, the collaboration is positioned to strengthen further.
“We are proud of our partnership with Nico Hulkenberg and Formula 1, which is part of our global brand strategy. With his dedication, passion, and performance level, Hulkenberg is the perfect ambassador for Admin By Request. Our mission is to make cybersecurity smarter and more efficient – achieved by relying on the best developers, just as a Formula 1 driver relies on the best team members to compete and succeed,” said Lars Sneftrup Pedersen, CEO of Admin By Request.
“With Nico as Germany’s only Formula 1 driver right now, and as a future driver for the highly profiled new German works team, we are very excited to team up at the it-sa expo, which is so deeply rooted in the German market. We have high expectations for the event and hope that Nico’s presence will excite visitors just as much as it excites us,” he added.
