Formula One extends Liqui Moly partnership

Liqui Moly, a German company specialising in oils, lubricants and additives, has renewed its partnership with Formula One. The extension sees the partnership enter its fifth consecutive year.

The partnership extension will see Liqui Moly continue on as an Official F1 Partner and also increase its race weekend presence through physical trackside signage at three race weekends, while also having virtual branding at 15 other race weekends.

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Brandon Snow, Managing Director of Commercial at Formula One, commented:

“As we begin the new season, we are delighted that Liqui Moly will be strengthening its commitment to Formula 1. Using digital advertising opportunities demonstrates both long-standing brands’ will to innovate, as we bring fans closer to the greatest racing spectacle on the planet on more race weekends than ever before.“

Günter Hiermaier, Managing Director at Liqui Moly, said:

“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.“

Peter Baumann, Marketing Director at Liqui Moly, stated:

“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.“