The German oil manufacturer, LIQUI MOLY, announced it will return to the “pinnacle of motorsport” with renewal for 2023 season of Formula 1 after signing a 1-year contract with the racing series. This will be the company’s fifth consecutive year sponsoring Formula 1.
With the new contract, LIQUI MOLY will be an “Official Partner” of Formula 1 for the 2023 season. Trackside signage, both physical and virtual, bearing the brand of the German oil and additive manufacturer will be on display worldwide at 18 of 23 races this year.
LIQUI MOLY has been an “Official Sponsor” in the globally popular racing series since 2019. For the 2023 season, this will be upgraded to “Official Partner” and also includes three races with physical trackside signage at the circuit.
LIQUI MOLY Managing Director Günter Hiermaier emphasizes 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.”
Peter Baumann, Marketing Director at LIQUI MOLY, commented at the contract signing in Bahrain, saying: “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.
