International. Liqui Moly, a German motor oil manufacturer, signs a multi-year collaboration agreement with Formula 1 until the end of 2026.
The image is already common in the world of motorsport: the Liqui Moly logo on the fences of Formula 1 circuits.
With this new contract, the well-known company for motor oils, additives and car care products will remain an "official partner" until 2026 inclusive.
Liqui Moly is an "official partner" in this world-famous championship since 2019. As an official partner, Liqui Moly will continue to have physical and virtual signage at exclusive competition events.
Liqui Moly CEO Günter Hiermaier commented on the contract extension: "With its constant evolution and innovations, and breaking records of expectation, Formula 1 remains the most iconic competition in motorsport."
"In our business, we aspire to the same thing. That's why it's only natural that two such strong brands continue to work together," he added.
For the well-known manufacturer of oils and additives, the "queen category" is an already established sponsorship. The company has a long tradition and was already announced on the rear wing of the Mercedes-Sauber almost thirty years ago. The Ulm-based company joined the Jordan-Honda team as a sponsor in 2002.
This is how Peter Baumann, Marketing Director of Liqui Moly, expressed himself during the signing of the contract in Bahrain: "The media reach of Formula 1 far exceeds traditional channels."
"This competition is supported by unparalleled 360-degree global marketing. What unites our two brands is the permanent will to inspire as many people as possible around the world with our product. That is why I am so pleased with the extension of this contract," he explained.
Johnny Haworth, Formula 1's Director of Commercial Partnerships, reaffirmed: "This new multi-year agreement symbolises a strong collaboration between two partners over many years.
"We want to continue the integration of Liqui Moly into the particular experience of F1 fans and continue our mission by bringing to life the world's greatest sporting and entertainment spectacle for our fans."
"The popularity of Formula 1 continues to grow steadily. Therefore, to be able to continue presenting this first-class sponsorship to our customers and collaborators is a very good sign," said Günter Hiermaier, CEO of Liqui Moly.
Liqui Moly is also advertised in MotoGP, is the exclusive lubricant supplier of the Motocross World Championship and was announced in January at the World Handball Championship and countless winter sports competitions.
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