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German motor oil brand inks seven-figure deal with Chicago Bulls

German motor oil brand Liqui Moly has signed its largest ever US sports partnership, after inking a seven-figure deal with the Chicago Bulls.

Under the two-year deal, Liqui Moly will enjoy brand exposure at the Bulls’ United Center arena, including permanent logo placement on the pole pads of both baskets.

Liqui Moly will also enjoy brand exposure across the Bulls’ digital platforms, and will be able to host corporate clients at Bulls’ games with specialised hospitality privileges.

Peter Baumann, Liqui Moly marketing manager, said: “This transatlantic collaboration is not purely an investment in our US trade – its impact goes far beyond the region.
“The NBA is by far the most popular basketball league in the world, with hundreds of millions of spectators following the games worldwide.

“What’s more, the Chicago Bulls have a large number of loyal fans – not just in North America but also in South America, Europe, Asia and Australia.

“The club itself claims to have 175 million fans worldwide – more than any other professional team in the USA.”

Headquartered in Ulm, Germany, Liqui Moly moved into US sports sponsorship last year in a deal with the LA Kings NHL franchise.

Closer to home, Liqui Moly sponsored the IIHF Ice Hockey World Championship in Denmark this year, and will sponsor the Handball World Championship in Denmark and Germany in 2019.