- Sponsoring (Blog)
LIQUI MOLY remains loyal to the MercedesCup
March 2020 – Quality and continuity characterize LIQUI MOLY. This applies to the lubricant brand’s products and services as well as to its sponsorship – including the MercedesCup. The German company will support the tennis tournament as premium sponsor until 2022.
“The MercedesCup offers LIQUI MOLY an ideal opportunity to position our brand perfectly at a top-quality sporting event. And because we are not a fan of one-day wonders, but always strive for long-term partnerships in all business areas, it is therefore a logical step for us to continue the cooperation for another three years up to 2022,” explains Peter Baumann. He is responsible for the marketing of the lubricant specialist.
The collaboration began in 2012. At that time, the tournament in Stuttgart was still a clay-court tournament. Three years later, the surface was switched to grass. “This has given the tournament an enormous boost and it continues to develop extremely positively,” says Peter Baumann about the event, which is a fixed part of the ATP World Tour. This year, it will be held from 6 to 14 June.
In Stuttgart, the brand will be shown on the boards along the back and sides of the court, i.e. in prime view of the cameras – a key factor for a correspondingly high presence in the media. Once again, more than 100 journalists from Germany and abroad will be reporting from the tournament. The MercedesCup is broadcast in over 20 countries worldwide. A seven-figure audience is guaranteed, as proven by previous tournaments. And LIQUI MOLY is exclusively the only lubricant brand to be involved.
Tournament director Edwin Weindorfer is also looking forward to continuing the cooperation that began eight years ago: “This economically highly successful company is a very important partner, not only for the MercedesCup but also for numerous other sports. With this in mind, we are very proud that our cooperation with LIQUI MOLY has lasted so long.”