Okategoriserad - Alpha One Sweden

320,000 spectators. Motorsports history at the Nürburgring. And Alpha One (a brand of SX Group) right in the middle of it all.

With a record crowd of 320.000 visitors, the Nürburgring became the center of the motorsports world on the weekend of May 16./17, 2026. The event garnered additional attention thanks to Max Verstappen’s first appearance at the Nürburgring in a Mercedes-AMG. Set against this unique backdrop, SX made a special impression with two exclusive events.

The event kicked off with the premium BBQ event planned and managed by SX in the Black Falcon VIP area. Located directly next to the racetrack, the exclusive venue offered around 500 VIP guests an unparalleled view of the racing action. While every second was being fought for on the track, guests enjoyed a high-quality open-fire cooking experience in a relaxed atmosphere.

Together with our partners OFYR, BSTRD, The Bastard, and Franz Müller from Prüm, we brought to life an extraordinary BBQ concept that combined culinary delight and an unforgettable experience at the highest level. The event was complemented by our brand Alpha One, which was not only present on-site as a partner but also raffled off an exclusive spot for the next Arctic Flames event in 2027 in Sweden as part of a giveaway.

In addition to the first-class culinary offerings, the Black Falcon VIP area became a gathering place for numerous prominent figures from a wide variety of industries. The combination of motorsports, fine dining, and networking created a unique atmosphere and turned the event into a platform for new connections, engaging conversations, and shared perspectives.

This event exemplifies the shared ambitions and mindset of SX and Alpha One. At the same time, it impressively demonstrates how the right partnerships and a clear vision can create extraordinary experiences. An event that not only delighted attendees but also set the bar for future events.

At the same time, the SX Lounge opened its doors to approximately 180 invited guests. Here, too, the focus was on exclusive experiences, first-class hospitality, and high-quality networking. In addition to a comprehensive selection of catering and beverages, the lounge provided the ideal setting for exchanges with entrepreneurs and select personalities.

Spectacular helicopter flights over the legendary Nordschleife provided an extra adrenaline rush, offering guests entirely new perspectives on the “Green Hell” during the race. In addition, visitors were granted access to the starting grid immediately before the race began and were able to gain exclusive insights into the pits of individual racing teams during the race.

From culinary highlights to world-class motorsports and exceptional networking opportunities, this weekend had everything that makes for an outstanding event. Two events, countless special moments, and a striking demonstration of how SX creates experiences that will be remembered for a long time to come.

Shoutout to our partners and supporters!

With your products, we at Alpha One create unforgettable experiences for all guests.

OFYR

The OFYR PRO cooking units combine professional expertise with stylish design—perfect for discerning home cooks and true professionals.
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The Great Outdoors

Recharge your batteries, enjoy nature, savor adventure—that's “The Great Outdoors.” Markus Sämmer's recipes make every “time outdoors” an experience.
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DICK Messer

Since 1778, Friedr. Dick has developed from a small file-cutting workshop in Esslingen into a modern supplier of high-quality sharp knives and professional tools for chefs and butchers.
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RibEye Boys

Quality, passion, and flavor—the RibEye Boys deliver everything you need for the perfect BBQ. Become the barbecue hero of your neighborhood!
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Buchberger – Meat grinder since 1946

Since 1946, this family business has been practicing its craft with respect—for nature, animals, and genuine enjoyment.
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Mamma mia Chianina!

A place where animal welfare and passion go hand in hand – colorful, lively, authentic.
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