The premier motorcar racing tournament, Formula 1 has announced a multi-year partnership extension with the German motor oil manufacturer, Liqui Moly.
As part of the deal, the Liqui Moly logo will be featured on Formula 1 racetrack hoardings. The well-established firm for motor lubricants, additives, and auto maintenance will remain an official partner under the new deal through 2026.
Since 2019, Liqui Moly has acted as the official partner in the world-famous racing series. Liqui Moly will continue to feature physical and virtual trackside signage at certain racing weekends as an official partner.
Furthermore, as part of the extension, Liqui Moly will be able to expand its developing business networking strategy by arranging customer visitor experiences around certain race weekends.
Liqui Moly, Managing Director, Günter Hiermaier, said, “With constantly new approaches and innovations, but also new spectator records, Formula 1 continues to prove to be the flagship in motorsport. We also have this aspiration for our business. That’s why it was natural to let two such strong brands continue to work side by side.
“The popularity of Formula 1 is still growing steadily. It is therefore a very good signal that we can continue to present this premium sponsorship to our customers and partners. This will result in even greater reach and optimized foundations for good business.”
The “premier class” is now a well-established sponsorship for the well-known oil and additive producer. Around thirty years ago, the corporation with a lengthy history began advertising on the back wing of Mercedes-Sauber vehicles. In 2002, the Ulm-based firm became a sponsor of the Jordan-Honda team.
Peter Baumann, Marketing Director, Liqui Moly, commented, “The media reach of Formula 1 goes far beyond the classic channels. The racing series is based on incomparable and global 360-degree marketing. What unites our two brands is the constant will to inspire as many people as possible around the world with our product. That is why I am particularly pleased about this contract extension.”
Johnny Haworth, Director for Commercial Partnerships of Formula 1, said, “This new multi-year deal is the culmination of years of strong collaboration between two long-standing partners. We look forward to further integrating Liqui Moly into the special F1 fan experience and continuing our mission of creating the world’s greatest sporting and entertainment spectacle for our fans.”