LIQUI MOLY renews F1 ties for 2023 season

Agreement includes an upgrade from Official Sponsor to Official Partner

LIQUI MOLY renews F1 ties for 2023 season

LIQUI MOLY has signed a new sponsorship agreement with Formula One for the fifth consecutive year.

The contract, which has been upgraded from ‘Official Sponsor’ to ‘Official Partner’, includes trackside signage, both physical and virtual, bearing the brand of the German oil and additive manufacturer at 18 of the 23 races in 2023.

”Formula 1 is the pinnacle of motorsport in terms of international character and publicity”, said managing director Günter Hiermaier.

He went on to emphasise 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 company has a long tradition in F1, with its logo appearing 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, added: “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.”

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.

Günter Hiermaier concluded: “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.”

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