Formula 1 extends their partnership with Liqui Moly

Formula 1 has today announced a new multi-year renewal of its partnership with Liqui Moly that will build upon five years of successful collaboration with the German lubricant and additive manufacturer.

As an Official Partner, Liqui Moly will continue to have physical and virtual trackside signage at select race events and as part of the new deal, Liqui Moly will also have the opportunity to build on their growing business networking programme, by hosting customer guest experiences around race weekends.

The new agreement follows a one-year renewal of the partnership ahead of the 2023 season and marks a new long-term commitment by Liqui Moly to the sport.

Jonny Haworth, Director of Commercial Partnerships at Formula 1 said: “This new multi-year deal is the culmination of years of strong collaboration between two long-standing partners. We look forward to continuing our work with Liqui Moly to further integrate the brand into the special F1 fan experience and continue our mission to create the world’s greatest sporting and entertainment spectacle for our fans.”

Peter Baumann, Marketing Director at LIQUI MOLY said: "The media reach of Formula 1 goes far beyond the classic channels. The racing series relies on unparalleled, 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. So, I am particularly excited about this contract extension. "

Since the 1980s, F1 sponsors are referred to as partners. Formula One has currently global sponsors. In fact, F1 splits its sponsors in four categories: global partners, official partners, regional partners and official providers.

Aramco is a global integrated energy and chemicals company. The Saudi Arabian Oil Company is one of the largest companies in the world by revenue and is the most profitable company globally. They primarily engage in the exploration, production, refining, distribution, and marketing of petroleum and its derivatives.

AWS helps Formula One capture and process key performance data for each car during every twist and turn of the Formula 1 circuits with unmatched accuracy and speed.

Crypto.com is still a relatively new addition to F1 sponsors’ list. Founded in 2016, the company has over 1,500 people in offices across the Americas, Europe and Asia, Crypto.com, and its aim is to accelerate the world’s transition to cryptocurrency.

DHL draws on over 35 years of motorsports experience to ensure that the “race behind the race” runs smoothly at all times. As the Global Logistics Partner of Formula 1, DHL manages the complex shipping of up to 2,000 tons of freight to the racetracks including cars, replacement parts, marketing and hospitality equipment. In doing so, DHL provides a multi-modal transport solution, using land, sea and air freight, depending on the race calendar requirements.

Heineken is a partner of Formula 1 with the partnership having begun in 2016. From its origins as a 19th-century local beer, brewed in Amsterdam, Heineken has established itself as the world’s most international premium beer brand. Its products is sold in more than 192 countries and territories.

MSC Cruises is the world’s third largest cruise brand as well as the leader in Europe, South America, the Middle East and Southern Africa. The multi-year agreement between MSC Cruises and Formula One launched at the 2022 Bahrain Grand Prix with trackside branding.

Involved in motorsport since 1907, Pirelli has been the exclusive official tyre partner of the Formula 1 World Championship since 2011. The Milan-based company’s current contract expires at the end of the 2024 F1 season.

Qatar Airways, the national carrier of the State of Qatar, became the Official Airline and Global Partner of Formula 1 through an innovative partnership until the 2027 season.

Rolex is an integrated and independent Swiss watch manufacturer. Headquartered in Geneva, the company has been a global partner of F1 since 2013.

Salesforce, Inc. is an American cloud-based software company headquartered in San Francisco, California. The company that was founded in 1999 provides F1 fans with insights that drive a deeper understanding of fans and inform behaviours, communication, and actions with them as they engage with the sport.

Among the official partners are Ferrari Trento, Lenovo, Liqui Moly, Paramount+. While 188 BET and workday build up the group of F’s regional partners, AlphaTauri, BBS Motorsport, Puma and TATA Communications are the sport’s official providers.