Oil and lubricants brand Liqui moly has become an official partner of the British Touring Car Championship.
The three-and-a-half-year deal has already begun, and sees the supplier installed as the official oil and lubricants supplier for the series. This partnership will continue for the remainder of 2024, and the next three seasons.
The relationship officially kicks off at Croft on 27/28 July with the event being ‘Presented by Liqui Moly. The brand will then lend its name to the race weekend at Croft for the subsequent events in 2025, 2026 and 2027.
Liqui Moly branding will be present at all BTCC race venues, with circuit signage and podium backdrops among the areas in which its logo will be presented. Furthermore, the blue-red-white company branding will be present on the official BTCC website and other media channels.
Thanks to this partnership with the BTCC, the lubricant specialist aims to further develop and strengthen its position in the United Kingdom market in particular, which has been under the responsibility of the subsidiary Liqui Moly UK since 2022.
Motorsport awareness for Liqui Moly
The new partnership increases the number of aftermarket businesses supporting the BTCC this year. The series is proving to be a valuable one for the industry.
“The BTCC is not only a firm fixture in motorsport throughout the United Kingdom, but also attracts fans worldwide,” said Debbie Barnes, Managing Director of Liqui Moly UK.
“Speed, adrenaline rush, emotions – the BTCC has been thrilling motorsport enthusiasts for decades. Placing Liqui Moly in this dynamic environment is the perfect opportunity for us to increase the fascination for our quality brand – and our partners and customers will hugely benefit from this partnership.”
Alan Gow, BTCC Chief Executive, added: “We are delighted to welcome Liqui Moly into the BTCC family,” said Alan Gow, BTCC Chief Executive. “We have always cherished our loyal and long-term relationships with our very specific and carefully chosen partners, and we look forward to Liqui Moly joining that illustrious group.”
A great fit
Liqui Moly’s commitment to the British Touring Car Championship fits perfectly into the existing motorsports sponsorship of the lubricant specialist. Among other things, the company is an ‘Official Partner’ of Formula 1, a sponsor of MotoGP and the Exclusive Lubricant for Moto2 and Moto3, as well as in the DTM, and is the Exclusive Lubricant partner of the Motocross World Championship.
The deal struck between the two parties was also largely thanks to the BTCC’s new Commercial Partner, Global Media Properties (GMP).
“As passionate motorsport enthusiasts, we partner major racing series worldwide. This new partnership is a logical and consistent step in further expanding our international brand awareness,” says Peter Baumann, Marketing Director at Liqui Moly.
“With its popularity and enormous reach, the BTCC offers us the perfect opportunities for this.”
