Formula 1 and LIQUI MOLY Extend Partnership in New Multi-Year Deal

Autosphere » Mechanical » Formula 1 and LIQUI MOLY Extend Partnership in New Multi-Year Deal
Early multi-year contract extension through to 2026: LIQUI MOLY Marketing Director Peter Baumann and the Director for Commercial Partnerships of Formula 1, Johnny Haworth, at the signing of the contract in London. Photo LIQUI MOLY

By now a well-established picture in the world of motorsport: The LIQUI MOLY logo on the hoardings of Formula 1 racetracks. 

LIQUI MOLY has been an “Official Partner” in the globally popular racing series since 2019. Through the new contract, the company will continue to be an “Official Partner” until 2026 inclusive and to have physical and virtual trackside signage at select race events. 

“With constantly new approaches and innovations, but also new spectator records, Formula 1 continues to prove to be the flagship in motorsport. We also have this aspiration for our business,” said Günter Hiermaier, LIQUI MOLY Managing Director, on the contract extension. “That’s why it was natural to let two such strong brands continue to work side by side.”

For the popular oil and additive manufacturer, the “premier class” is now an established sponsorship. The company with a long tradition had already been advertising 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.

“The media reach of Formula 1 goes far beyond the classic channels. The racing series is based on incomparable and global 360-degree marketing,” commented Peter Baumann, Marketing Director at LIQUI MOLY, at the contract signing in Bahrain. “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.”

Johnny Haworth, Director for Commercial Partnerships of Formula 1, added: “This new multi-year deal is the culmination of years of strong collaboration between two long-standing partners. We look forward to further integrating LIQUI MOLY into the special F1 fan experience and continuing our mission of creating the world’s greatest sporting and entertainment spectacle for our fans.”



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