LIQUI MOLY enters the French handball league
From the 2021-2022 season, LIQUI MOLY will be the main and name sponsor of Starligue, the highest handball league in France. The motor oil and additive specialist concluded a five-year contract with the LNH national handball league. “This will help us to become even more well-known in France in order to expand our distribution and significantly increase our sales,” says Ernst Prost, Managing Director of LIQUI MOLY.
Starting next summer, the Starligue will be called “LIQUI MOLY Starligue”. The logo of the oil and additive specialist will be visible on the shirts as well as on the pitch. “Handball is one of the most popular sports in France,” says Ernst Prost. “We are proud to be represented with our brand there.”
David Tebib, President of the LNH: “In the current situation, in which many brands hesitate to invest in sport, LIQUI MOLY is placing its trust in us and in the fact that we can help the company achieve its goals in France. We feel honored by this approach.”
The decision to opt for the Starligue is part of LIQUI MOLY’s long-term strategy in France. In most countries, the company works with independent importers who then independently take care of sales. In France, on the other hand, LIQUI MOLY founded a subsidiary in 2019 with LM France, in order to be able to address the market directly. “This shows how important France is in our plans and what potential we see here,” explains Ernst Prost.
This is why the company invests in its own subsidiary, in its own personnel, in advertising and also in sponsorship. “Our goal is to generate 50 million euro in sales in France in five years,” Ernst Prost declares. LIQUI MOLY is currently only skipping over this threshold in its domestic market of Germany – France would thus be the most important export market. “Our involvement with LNH is an important component of this success,” says Ernst Prost. The contract with Starligue is LIQUI MOLY’s largest sponsorship commitment to date in France.
Even though LIQUI MOLY is primarily known from Formula 1 and MotoGP, handball is not an unknown sport for the company. It was already the sponsor of the past European and world handball championships and is also the title sponsor of the highest handball league, the LIQUI MOLY Handball Bundesliga, in its home market of Germany.