Liqui Moly renews Formula 1 sponsorship for 2023 season

German motor oil manufacturer Liqui Moly has signed a one-year contract with the Formula 1 racing series. This means that the company will be sponsoring the series for the fifth consecutive year.

The new contract, means Liqui Moly will be an “Official Partner” of Formula 1 for the 2023 season, with trackside signage, both physical and virtual, bearing the brand name on display worldwide at 18 of 23 races this year. “Formula 1 is the pinnacle of motorsport in terms of international character and publicity”, says Günter Hiermaier, managing director of Liqui Moly.

The company 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.

Günter Hiermaier says that “The Formula 1 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.”

Brandon Snow, managing director of Commercial at Formula 1, said at the contract signing: “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.”