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Liqui Moly bolsters winter sports sponsorship portfolio

German lubricants manufacturer Liqui Moly has strengthened its winter sports portfolio by agreeing deals to sponsor this year’s World Luge Championships and Ski Jumping World Cup series.

The World Luge Championships got underway yesterday (Thursday) in Innsbruck, Austria and concludes on Sunday. Liqui Moly’s branding will feature on athletes’ shirts and on boards along the track as part of its sponsorship of the event.

Liqui Moly’s sponsorship of the Ski Jumping World Cup will cover four events held this season in Norway. Liqui Moly will benefit from exposure on athletes’ shirts and in the finish area of the track. The Norwegian events commence in Oslo on March 10 and run through to March 19 in Vikersund.

In September, Liqui Moly agreed a deal with the International Bobsleigh and Skeleton Federation to become the main sponsor of its World Cup and World Championship events. The two-year deal covers the 2016-17 and 2017-18 seasons.

“The feedback on our winter sports sponsorship has been so good, we want make the most of the momentum,” Peter Baumann, Liqui Moly’s marketing director, said. “It introduces millions of spectators to Liqui Moly – people we wouldn't otherwise reach with our involvement in motor racing.”