Formula 1 and Liqui Moly have agreed a new three-year partnership which will see the German oil company become an official sponsor of the sport.
The confirmation of the new deal is a timely boost given the major disruption of cash flow felt across the entire sport during the extended hiatus and perhaps acts as an indicator that sponsorship opportunities will open up again now the sport is close to returning.
Liqui Moly became a regional sponsor ahead of the 2019 season and, following a successful campaign, they are now a fully fledged official sponsor until the end of 2022.
Their branding is set to appear at 11 Grands Prix each year and will begin at the Steiermark Grand Prix which is round two on the heavily revised 2020 schedule.
“We are delighted to continue our relationship with Liqui Moly and to welcome them as an Official Sponsor of Formula 1,” director of commercial partnership of Formula 1, Ben Pincus, said.”
“The fact that the partnership has grown beyond a successful first year, proves the value in terms of brand awareness and preference.
“We look forward to continuing to explore ways to further integrate Liqui Moly into the F1 ecosystem.”
“The unique reach of Formula 1 enables us to increase Liqui Moly’s brand awareness all around the world,” Ernst Prost, CEO of Liqui Moly, added.
“Formula 1 is premium in motorsport and Liqui Moly’s is premium in oils and additives. Advertising in Formula 1 is a strong signal to both the end users and the trade.
“This helps us stand out from the ever-increasing background noise of the media.”