German motor oil manufacturer Liqui Moly has signed a multi-year partnership with Formula 1 through to the end of 2026.
Through the new contract, the long-established company for motor oils, additives and car care will continue to be an “Official Partner” until 2026 inclusive.
Early multi-year contract extension through to 2026: LIQUI MOLY Marketing Director Peter Baumann and the Director for Commercial Partnerships of Formula 1, Johnny Haworth, at the signing of the contract in London.
Liqui Moly has been an “Official Partner” in the globally popular racing series since 2019. As an Official Partner, Liqui Moly will continue to have physical and virtual trackside signage at select race events. Additionally, as part of the extension, Liqui Moly will have the opportunity to build on their growing business networking programme, by hosting customer guest experiences around certain race weekends.
Liqui Moly managing director Günter Hiermaier says of the contract extension, “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.”
For the popular oil and additive manufacturer, the “premier class” is now an established sponsorship. The company with a long tradition had already been advertising on the rear wing of Mercedes-Sauber cars about thirty years ago. In 2002, the Ulm-based company joined the Jordan-Honda team as a sponsor.
Peter Baumann, marketing director at Liqui Moly, commented at the contract signing in Bahrain, “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 of Commercial Partnerships of Formula 1, adds, “This new multi-year deal is the culmination of years of strong collaboration between two long-standing partners. We look forward to continuing our work with Liqui Moly to further integrate the brand into the special F1 fan experience and continue our mission to create the world’s greatest sporting and entertainment spectacle for our fans.”
“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,” explains Hiermaier.
Liqui Moly also advertises at MotoGP, operates as the exclusive lubricant partner of the Motocross World Championship, advertised at the World Handball Championship in January and at countless winter sports events.
About LIQUI MOLY
With around 4,000 items, LIQUI MOLY offers a global, uniquely broad range of automotive chemicals: Motor oils and additives, greases and pastes, sprays and car care, glues and sealants.
Founded in 1957, LIQUI MOLY develops and produces exclusively in Germany. There it is repeatedly voted the best oil brand. The company sells its products in more than 150 countries and generated € 800 million in sales in 2022.