• 08/24/2023

Formula 1 and LIQUI MOLY extend partnership in new multi-year deal


German motor oil manufacturer signs multi-year partnership Formula 1® through to the end of 2026

Early multi-year contract extension through to 2026: LIQUI MOLY Marketing Director Peter Baumann and the Director for Commercial Partnerships of Formula 1, Johnny Haworth, at the signing of the contract in London.

By now a well-established picture in the world of motorsport: The LIQUI MOLY logo on the hoardings of Formula 1 racetracks. Through the new contract, the long-established company for motor oils, additives and car care will continue to be an “Official Partner” until 2026 inclusive.

LIQUI MOLY has been an “Official Partner” in the globally popular racing series since 2019. As an Official Partner, LIQUI MOLY will continue to have physical and virtual trackside signage at select race events. 

LIQUI MOLY Managing Director Günter Hiermaier on the contract extension: “With constantly new approaches and innovations, but also new spectator records, Formula 1 continues to prove to be the flagship in motorsport. We also have this aspiration for our business. That’s why it was natural to let two such strong brands continue to work side by side.”

For the popular oil and additive manufacturer, the “premier class” is now an established sponsorship. The company with a long tradition had already been advertising on the rear wing of Mercedes-Sauber cars about thirty years ago. In 2002, the Ulm-based company joined the Jordan-Honda team as a sponsor.

Peter Baumann, Marketing Director at LIQUI MOLY, commented at the contract signing in Bahrain, saying: “The media reach of Formula 1 goes far beyond the classic channels. The racing series is based on incomparable and global 360-degree marketing. What unites our two brands is the constant will to inspire as many people as possible around the world with our product. That is why I am particularly pleased about this contract extension.”

Johnny Haworth, Director for Commercial Partnerships of Formula 1, added: “This new multi-year deal is the culmination of years of strong collaboration between two long-standing partners. We look forward to further integrating LIQUI MOLY into the special F1 fan experience and continuing our mission of creating the world’s greatest sporting and entertainment spectacle for our fans.”

“The popularity of Formula 1 is still growing steadily. It is therefore a very good signal that we can continue to present this premium sponsorship to our customers and partners. This will result in even greater reach and optimized foundations for good business,” explained LIQUI MOLY Managing Director Günter Hiermaier.

LIQUI MOLY also advertises at MotoGP, operates as the exclusive lubricant partner of the Motocross World Championship, advertised at the World Handball Championship in January and at countless winter sports events.

About Formula 1®

Formula 1® racing began in 1950 and is the world’s most prestigious motor racing competition, as well as the world’s most popular annual sporting series. Formula One World Championship Limited is part of Formula 1® and holds the exclusive commercial rights to the FIA Formula One World Championship™. Formula 1® is a subsidiary of Liberty Media Corporation (NASDAQ: LSXMA, LSXMB, LSXMK, BATRA, BATRK, FWONA, FWONK) attributed to the Formula One Group tracking stock. The F1 logo, F1 FORMULA 1 logo, FORMULA 1, F1, FIA FORMULA ONE WORLD CHAMPIONSHIP, GRAND PRIX, PADDOCK CLUB and related marks are trademarks of Formula One Licensing BV, a Formula 1 company. All rights reserved.

Sina Ataei
Head of Corporate Communications
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