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.
During its first year as part of the Würth Group Liqui Moly has chalked up a new record turnover, but growth has been more subdued than previously. The German oil and additive specialist recorded a turnover of 544 million euros, just two per cent more than the previous year. “International trade disputes, the hot summer and increasing costs, especially the dramatically increased crude oil prices, have all contributed to the significant slowing down of our earnings growth,” says Ernst Prost, Liqui Moly CEO.
German oil and additive specialist Liqui Moly has partnered up with the Chicago Bulls. Advertising in the stadium and on social media seeks to tap into the broad appeal of the American basketball team. Liqui Moly is paying a seven-digit figure in return for the two-year deal. “This is our largest-scale sponsorship program ever in North America,” says Peter Baumann, marketing manager at Liqui Moly.
The German oil and additive specialist Liqui Moly is continuing to expand its sport sponsorship: the company is now also the official sponsor of the World Handball Championship, which is will take place in Denmark and Germany in January. “This world championship is one of our global lead sponsorships,” says Peter Baumann, marketing director at Liqui Moly.
This year the jump to the very top was successful. In the past Liqui Moly had always come second place when the question of which is the best oil brand was posed to the readers of German magazine Sport Auto. Now the medium-sized company has made its way to the very top in the favour of the readers.
Winter time is Liqui Moly time, the German motor oil and additive specialist states, as the colder months allow many of its products to show their true potential. And so the company has made sure that its logo can be seen at winter sports events around the world. This will remain this way in the coming two seasons. Furthermore, the company is setting its sights on new sports and is investing several million euros. This significantly tops the previous investment for advertising in winter sports.
Liqui Moly and European champion Jochen Hahn are beginning the new season of the FIA European Truck Racing Championship together. The German lubricant specialist is supporting the Hahn Racing Team in its title defence. On 14 May the new season begins in Spielberg, Austria.
Liqui Moly is back in handball. The German oil and additive specialist is lending its name to the final tournament of the EHF Cup. On May 20 and 21, the four best club teams of the Europe-wide competition will face one another. “As an international tournament, it fits in very well with our strategy of making the Liqui Moly brand even better known outside of Germany,” says Peter Baumann, marketing manager at Liqui Moly.
German oil specialist Liqui Moly has extended its programme of winter sports sponsorship with the 2017 IIHF Ice Hockey World Championship, held in Germany and France during May. “The World Championship is the last major international winter sports event this season. The nations involved are all very important markets to us,” says Liqui Moly marketing director Peter Baumann.
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