German oil manufacturer LIQUI MOLY is extending its contract as an official partner with Formula 1 for at least three more years
LIQUI MOLY and Formula 1 are sticking together for the long term, announcing a new multi-year partnership until 2026. The German motor oil manufacturer has been an official partner of the world’s premier motorsport series since 2019, with the pair building a strong working relationship.
With the new contract, LIQUI MOLY will keep its trackside signage, both physical and virtual, while deepening its business networking programme with Formula 1 through customer guest experiences on race weekends.
Speaking on the continuing partnership, LIQUI MOLY managing director Günter Hiermaier believes it is stronger than ever.
“With constantly new approaches and innovations, but also new spectator records, Formula 1 continues to prove to be the flagship in motorsport,” Hiermaier says.
“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.”
As the Formula 1 circuit continues to grow, so does advertising and growth opportunity within it. The U.S. is becoming a major player, introducing the Miami Grand Prix in 2022 and the inaugural Las Vegas Grand Prix in November 2023.
The Melbourne Grand Prix broke attendance records in April, with over 444,000 spectators flocking to Albert Park across the race weekend in another landmark for Australian sport.
Countries including Saudi Arabia, Brazil, Mexico, Qatar and Azerbaijan have also begun hosting their own Grand Prix since 2017.
Signing the contract in Bahrain, LIQUI MOLY marketing director, Peter Baumann says that partnering with Formula 1 aligns greatly with the company’s global focus.
|Baumann (left) and F1 director of commerical partnerships, Johnathan Haworth (right)
“The media reach of Formula 1 goes far beyond the classic channels,” Baumann says.
“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.”
Founded in Germany in 1957, LIQUI MOLY now sells its products in over 150 countries worldwide. The company topped consumer voting in several auto magazines across 2023 and sells over 4000 unique products.