Liqui Moly has signed a multi-year partnership with Formula 1, continuing its sponsorship programme with the top-tier of motorsport.
The Liqui Moly brand has been visible at Formula 1 races for the last number of years, with logos on trackside hoardings and gantries. The new contract will see the oil and lubricants company continue to be an ‘official partner’ until 2026, extending its presence at circuits around the world.
Additionally, as part of the extension, Liquid Moly will have the opportunity to build on their growing business networking programme, by hosting customer guest experiences around certain race weekends.
“With constantly new approaches and innovations, but also new spectator records, Formula 1 continues to prove to be the flagship in motorsport,” commented Liqui Moly Managing Director Günter Hiermaier. “We also have this aspiration for our business. That is why it was natural to let two such strong brands continue to work side by side.”
Liqui Moly has a long-established place in Formula 1, appearing on the rear-wing of Sauber in 1993, as the Swiss team made its debut with Mercedes-Benz backing. In 2022, the company joined the Jordan-Honda team as a sponsor.
Liqui Moly to benefit from Formula 1 popularity
“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 optimised foundations for good business,” explained Hiermaier.
With the motorsport series becoming ever-more popular, thanks in part to the Netflix series Drive to Survive, the opportunity to reach a growing global audience is attractive enough to ensure Liqui Moly will benefit from its contract extension.
“The media reach of Formula 1 goes far beyond the classic channels,” added Peter Baumann, Marketing Director at Liqui Moly. “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, added: “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 extension will take Liqui Moly up to 2026, when a new set of engine regulations come into effect. The new units will push existing hybrid technology still further, while also relying on sustainable fuels, as the sport targets to become net-zero. The new regulations will also see Audi enter the sport as a manufacturer, increasing the number of German brands in the sport.
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.