Formula 1 & Liqui Moly extend partnership in new multi-year deal

By now a well-established name in the world of motorsport, the Liqui Moly logo is a familiar sight on the hoardings of Formula 1 racetracks. Thanks to a new contract, the company will continue to be a global F1 partner through the end of 2026.

Liqui Moly has been an official partner to the series since 2019, and in this capacity, Liqui Moly will continue to have physical and virtual trackside signage at select race events. Additionally, as part of the extension, the company will have the opportunity to build on its growing business networking programme, by hosting customer guest experiences around certain race weekends.

“With constantly new approaches and innovations, but also new spectator records, Formula 1 continues to prove to be the flagship in motorsport,” says Günter Hiermaier, managing director of Liqui Moly. “We also have this aspiration for our business. That’s why it was natural to let two such strong brands continue to work side by side.”

For the oil and additive manufacturer, this “premier class” of motor racing is now an established sponsorship. The company first made an appearance during the championship via advertising on the rear wing of Mercedes-Sauber cars about thirty years ago, and in 2002 joined the Jordan-Honda team as a sponsor.

“The media reach of Formula 1 goes far beyond the classic channels,” commented Peter Baumann, marketing director at Liqui Moly, at the contract signing. “The racing series is based on incomparable and global 360-degree marketing. 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.”

“This new multi-year deal is the culmination of years of strong collaboration between two long-standing partners,” adds Jonny Haworth, director of commercial partnerships for Formula 1. “We look forward to continuing our work with Liqui Moly to further integrate the brand into the special F1 fan experience and continue our mission to create the world’s greatest sporting and entertainment spectacle for our fans.”