The pinnacle of car racing events in the world, Formula 1 has announced a new sponsorship extension with the German oil company, Liqui Moly for the 2023 FIA Formula 1 World Championship. For the fifth consecutive year, the brand will serve as the official partner.
With real trackside signs at three races throughout the year and virtual branding at 15 other events, Liqui Moly will improve its visibility on race weekends. The campaign is already underway with this week’s Bahrain Grand Prix.
With over 4,000 products, Liqui Moly provides a distinctively wide range of automotive chemicals, including glues, sealants, sprays, pastes, and greases. Since its inception in 1957, Liqui Moly has only been developed and produced in Germany. It is consistently chosen as the best oil brand there and is the undeniable market leader for additives. More than 150 nations are being served by the company’s product sales.
Since 2018, Liqui Moly has become a part of the Würth Group, which acquired the remaining shares that were owned by former CEO and primary shareholder Ernst Prost.
Brandon Snow, Managing Director of Commercial at Formula 1, said, “As we begin the new season, we are delighted that Liqui Moly will be strengthening its commitment to Formula 1. Using digital advertising opportunities demonstrates both long-standing brands’ will to innovate, as we bring fans closer to the greatest racing spectacle on the planet on more race weekends than ever before.”
Günter Hiermaier, Managing Director at Liqui Moly, said, “The appeal and excitement surrounding Formula 1 remains unbroken, especially on an international stage. I am therefore all the more delighted that we can once again showcase this sponsorship of the absolute top class to our customers and partners. This is something special that raises the awareness for everyone working with Liqui Moly to improve the foundations for good business. A win-win situation for everyone.”
Peter Baumann, Marketing Director at Liqui Moly, said, “In addition to the matching brand philosophies, the immense media echo that Formula 1 generates is crucial for this cooperation. Billions of impressions on social media sites, websites, in video games and documentaries, such as ‘Drive to Survive’ on Netflix create the combination of an authentic advertising impact and storytelling for motorsport enthusiasts around the world. It goes without saying that this also forms an essential part of our overall strategy.”