Motorsport lubricant partnerships drive brand innovation
Motor racing is a sport defined by extremes—blistering speeds, precision engineering, and relentless pressure on both man and machine. Amid this intensity, lubricants play a crucial but often understated role, ensuring engines endure the punishing demands of competition. Today, lubricants are more than just functional components; they are integral to performance, innovation, and branding in motorsport.
Historically, lubricant manufacturers provided oils and fluids with little media presence. But as global viewership and fan engagement have surged, so too has the visibility of lubricant brands. The evolution from technical supplier to high-profile partner has transformed motorsport into a key marketing platform for lubricant companies, enabling brand recognition, R&D opportunities, and global consumer reach.
Formula 1 remains the crown jewel for lubricant partnerships, but brands are increasingly expanding across NASCAR, MotoGP, the World Rally Championship (WRC), INDYCAR, and electric racing series. Motorsport now sits at the heart of many lubricant companies’ marketing strategies, offering a powerful link to automotive enthusiasts worldwide.
Beyond sponsorship, these collaborations have evolved into vital research and development alliances. Racing environments provide a high-stakes laboratory for testing next-generation lubricants, which can then be marketed to consumers as “race-proven” innovations.
A standout example of longevity is the nearly 100-year partnership between Shell and Scuderia Ferrari. The alliance continues to deliver bespoke fuels and lubricants tailored to the Italian marque’s race cars. This deep-rooted collaboration, recently renewed through 2026, reflects the importance of technical synergy in shaping both performance and brand identity.
Similarly, Audi and bp (Castrol) share a motorsport legacy dating back to the 1980s. Their recent agreement, announced in July 2024, designates bp as the exclusive fuel and lubricant partner for Audi’s upcoming Formula 1 debut in 2026. This strategic alliance spans fuel and lubricant development—including electric vehicle fluids for Audi’s hybrid power units—and secures branding rights across the Audi F1 factory team.
Gulf Oil’s distinctive orange and blue livery has been synonymous with motorsport since the 1960s. Its renewed partnership with Williams Racing, announced in October 2024, continues to deliver high-impact branding, technical support, and fan engagement. One highlight is the Gulf x Williams Fan Livery Vote, which allowed fans to select the team’s livery at key Grand Prix events. Gulf has also introduced its coffee brand, Reviva, as the team’s official coffee partner, while continuing support for the Williams Driver Academy and Esports programmes.
A striking example of how motorsport can elevate a brand’s global presence is PETRONAS. Entering Formula 1 in 1995, PETRONAS gained true prominence with its 2010 partnership with Mercedes-AMG, fuelling one of the sport’s most dominant teams. Their collaboration helped secure eight consecutive Constructors’ Championships and seven Drivers’ titles. Beyond sponsorship, the relationship evolved into a deep technical partnership, producing world-leading fluid technologies.
Another state-owned Asian oil company leveraging motorsport for global recognition is Pertamina. The Indonesian energy giant has built a robust presence in the racing world with its flagship Fastron Platinum Racing SAE 10W-60 lubricant. Formulated with polyalphaolefin (PAO) base oils and advanced additives, it is trusted in top-tier series including the Lamborghini Super Trofeo, GT3, World Endurance Championship, and IMSA’s LMDh category.
Pertamina’s long-standing partnership with Lamborghini Squadra Corse, renewed in 2023, designates Fastron as the official lubricant for Lamborghini motorsport cars until 2025. In recognition of its exceptional performance, Fastron Platinum Racing SAE 10W-60 was awarded the F&L Asia Product Development of the Year in 2025—a testament to Pertamina’s commitment to high-performance and sustainable innovation.
Meanwhile, new collaborations continue to reshape the lubricant sponsorship landscape. In April 2024, Maserati MSG Racing announced a multi-year partnership with PETRONAS Lubricants International for the FIA Formula E World Championship. The collaboration aims to enhance the performance and efficiency of EV powertrains, showcasing motorsport’s role in accelerating mainstream electric mobility solutions.
December 2024 saw Chip Ganassi Racing (CGR)—a motorsport powerhouse with 16 INDYCAR titles—welcome Eurol, the largest independent Dutch lubricant producer, as a technical partner. Eurol’s expanding motorsport portfolio now spans INDYCAR, NASCAR, rallying, touring cars, and the Dakar Rally.
Another prominent player, LIQUI MOLY, has steadily strengthened its motorsport presence. Official F1 partner since 2019, the brand recently extended its deal through 2026, with visibility on both physical and virtual trackside signage. Beyond Formula 1, LIQUI MOLY is the exclusive lubricant partner for Moto2, Moto3, the DTM, and the FIM Motocross World Championship. In 2024, it also became the official partner of the British Touring Car Championship (BTCC) through 2027, underscoring its commitment to a diverse racing portfolio.
While motorsport sponsorships require significant investment, returns are not measured by race wins alone. Lubricant brands evaluate success using multiple metrics: product development outcomes, visibility, customer engagement, and loyalty. The high-profile setting of a racetrack offers not just a technical proving ground, but a global stage for storytelling and brand elevation.
As motorsport continues its evolution—from combustion to hybrid and electric technologies—lubricant companies will remain central to its narrative. These partnerships not only drive the engines on track but also the innovation, marketing strategies and reputations of some of the world’s leading lubricant brands.
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