LIQUI MOLY inks multi-year partnership agreement with Supercars
LIQUI MOLY has been a regular name in Australian motorsport over the past decade, primarily through its presence as naming rights partner of the Bathurst 12 Hour since 2013.
In a strategic move for the brand, LIQUI MOLY will shift its focus from the Bathurst 12 Hour, and be named the Official Oil and Lubricant Partner of the 2023 Beaurepaires Sydney SuperNight and Boost Mobile Gold Coast 500. In addition to the Sydney and the Gold Coast events, the partnership will expand with LIQUI MOLY taking up the Official Oil and Lubricant title for Supercars’ Perth event in the 2024 and 2025 Repco Supercars Championship seasons.
“LIQUI MOLY and the Supercars team have had a long-standing relationship over the past 10 years with our involvement in the Bathurst 12 Hour,” said Peter Baumann, LIQUI MOLY Global Marketing Director. “With our involvement in top tier motorsport around the world, it only made sense for us to get involved with Australia’s top tier in Supercars.
From an international perspective, we are happy with our new, multi-year agreement, and being the official lubricant partner of three Supercars events per year gives us the chance to participate in the most popular motorsport series in Australia. As this national championship delivers great sport, motorsport fans from all over the world will be following and taking notice of our brand.”
The comprehensive partnership will see LIQUI MOLY heavily involved at the aforementioned events over the next three seasons, where the lubricants brand intends to engage with fans, businesses, mechanics, and enthusiasts alike.
“We are proud to extend our involvement in Supercars,” said Vincent Prinzing, Managing Director of LIQUI MOLY Australia. “This is LIQUI MOLY Australia‘s way of further representing our brand and furthermore having presence at three key locations.
“This presents us with an opportunity to engage both the national and international fans of Supercars, and is a new way for us to share our passion for motorsport and interact with our fans, workshops, customers, businesses, mechanics and enthusiasts in Australia’s number one motorsport category. Being a part of Supercars gives us the chance to, once again, test our oils to the limit and provide further top-notch chemicals to Australian motorsport.”
“We are often seen as European specialists,” Prinzing continued, “but in reality, LIQUI MOLY provides 4,000 chemicals for anything that moves, including American & Asian cars. We value feedback and are looking forward to talking to the hundreds of thousands of visitors in our activation spaces and have already started working on exciting activities for each of the three rounds.” Prinzing went on to comment on LIQUI MOLY’s change in role with the Bathurst 12 Hour, which the brand has been associated with for over a decade:
“This strategic transition in our partnership with Supercars means we are handing over the Bathurst 12 Hour in the strongest position it has ever been and we are proud to have played a role in its growth alongside the event’s organisers, competitors, and supporters over the last decade. It has been an amazing journey seeing the growth that has been achieved, and we are confident that the event will continue its upward trajectory as one of the great GT racing events in the world for many years to come.”
Supercars GM, Commercial Jamie Black expressed his excitement for the new partnership, which aims to promote LIQUI MOLY’s brand and products in some of Australia’s most important markets: “We are thrilled to welcome LIQUI MOLY aboard as an official partner of the Repco Supercars Championship. LIQUI MOLY has a sterling reputation worldwide for its lubricant products, and we are eager to share that reputation with our growing Supercars fan base at events across Australia over the next three seasons.”
Bathurst 12 Hour Event Director Shane Rudzis also added comment on behalf of the Bathurst 12 Hour, which will be held slightly later in 2024, on the February 16-18 weekend.
“The Bathurst 12 Hour has seen significant growth over the past 10 years, both in terms of public profile and the level of competition on the track,” Rudzis said. “LIQUI MOLY has been an integral part of that growth, and we as well as race fans across Australia are grateful for their involvement in what has become an extremely popular event both domestically and internationally. We are excited to have announced a new date for the 2024 Bathurst 12 Hour for mid-February, and are looking forward to making more exciting announcements about the event in the near future.”
LIQUI MOLY will make its first appearance at a Supercars event as the Official Oil and Lubricant Partner of the Beaurepaires Sydney SuperNight in late July.
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