Formula 1 continues partnership with LIQUI MOLY until 2026
Photo courtesy of LIQUI MOLY

Formula 1 continues partnership with LIQUI MOLY until 2026

Formula 1 has extended its partnership with German motor oil manufacturer, LIQUI MOLY, ensuring the brand’s presence on racetracks until the end of 2026. This collaboration, which began in 2019, has become a familiar sight for motorsport enthusiasts worldwide.

As an “Official Partner,” LIQUI MOLY will maintain both physical and virtual trackside signage at select races. The extended agreement also provides the brand an avenue to expand its business networking program, offering unique guest experiences during specific race weekends.

Günter Hiermaier, LIQUI MOLY’s managing director, expressed enthusiasm about the partnership’s continuation. He emphasised the shared aspiration of both brands to set industry standards. LIQUI MOLY’s association with motorsport isn’t new; they sponsored the Mercedes-Sauber team’s rear wing approximately three decades ago and later partnered with the Jordan-Honda team in 2002.

At the contract signing in Bahrain, Peter Baumann, LIQUI MOLY’s marketing director, highlighted the expansive media reach of Formula 1, which transcends traditional channels. He noted the mutual goal of both brands to captivate a global audience.

Johnny Haworth, Formula 1’s director of Commercial Partnerships, echoed Baumann’s sentiments, emphasising the strong collaboration history between the two entities. He looks forward to further integrating LIQUI MOLY into the unique F1 fan experience.

LIQUI MOLY’s involvement in sports isn’t limited to Formula 1. They’ve advertised in MotoGP, partnered exclusively with the Motocross World Championship, and have been visible in events like the World Handball Championship and various winter sports competitions.