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Liqui Moly remains in Formula 1
The German oil manufacturer signs a three-year deal with the racing series. It is the largest sponsorship in the company's history.
Liqui Moly remains in Formula 1
Liqui Moly is extending its commitment to Formula 1 and has signed a contract with the racing series until the end of 2022. Advertising boards from the German oil and additives manufacturer will be visible at half of all races. “We have never concluded a more media-effective sponsorship than this,” said Ernst Prost, Managing Director of Liqui Moly.
“The unique reach of Formula 1 allows us to increase Liqui Moly’s brand awareness around the world,” said Prost. It's not just about mere reach. "Formula 1 is premium in motorsport and Liqui Moly is premium in oils and additives. Advertising in Formula 1 sends a strong signal to end consumers and retailers. This helps us to stand out from the ever-increasing media noise."
The global impact of these commitments is central to Liqui Moly. The share of its home market Germany in total sales is constantly falling. “We have such a strong position there that further growth is difficult,” says Prost. "That's why our future lies in international business. There is still huge potential there that we want to exploit. Formula 1 is an important instrument for this."