Liqui Moly renews F1 deal

Oil and additive manufacturer Liqui Moly has renewed its association with Formula 1 for the 2023 season.

The lubricants specialist has been an official sponsor of the racing series since 2019, but for the 2023 season this will be changed to ‘official partner’ and also includes three races with physical trackside signage at the circuit.

Peter Baumann, marketing director at Liqui Moly, commented: “In addition to the matching brand philosophies, the immense media echo that Formula 1 generates is crucial for this cooperation.

“Billions of impressions on social media sites, websites, in video games and documentaries, such as ‘Drive to Survive’ on Netflix create the combination of an authentic advertising impact and storytelling for motorsport enthusiasts around the world.

“It goes without saying that this also forms an essential part of our overall strategy.”

Peter Baumann, marketing director, Liqui Moly (left) and Brandon Snow, MD of commercial, F1.

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