With the new contract, Liqui Moly will be an “Official Partner” of Formula 1 for the 2023 season. Trackside signage, both physical and virtual, bearing the brand of the German oil and additive manufacturer will be on display worldwide at 18 of 23 races this year.
“Formula 1 is the pinnacle of motorsport in terms of international character and publicity,” Liqui Moly Managing Director Günter Hiermaier commented.
Liqui Moly has been an “Official Sponsor” in the globally popular racing series since 2019. For the 2023 season, this will be upgraded to “Official Partner” and also includes three races with physical trackside signage at the circuit.
Hiermaier emphasizes the particularly great range in the 2023 season. “Formula 1 has put together such an international and diverse racing calendar that the philosophy matches ours more than ever: Global premium brand – a status that links us to Formula 1 and makes us stand out from the crowd in retail and towards end consumers.”
The “pinnacle” is anything but uncharted territory for the oil and additive manufacturer. 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, “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.”
“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,” commented Brandon Snow, Managing Director of Commercial at Formula 1, at the contract signing in Bahrain.
Formula 1 is LIQUI MOLY’s largest, but not the only globally relevant sponsorship, also advertising at MotoGP, operating as the exclusive lubricant partner of the Motocross World Championship, and advertising at the Handball World Championship in January and many winter sports events.
“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,” iermaier explained.
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.