German lubricants manufacturer Liqui Moly has agreed a deal with the International Bobsleigh and Skeleton Federation to become the main sponsor of its World Cup and World Championships events.
The two-year deal, which was brokered by the Infront Sports & Media agency, the IBSF’s official media and marketing partner, will cover the 2016-17 and 2017-18 seasons.
Liqui Moly will receive extensive brand exposure along the ice track, in the finish area, on the coaches’ boxes and on the leader backdrops during both events. Its logo will feature across all IBSF print and media outlets, while the company will also benefit from hospitality packages and further promotional rights.
“After ski jumping and skiing we are very consciously venturing into unknown territory with the ice channel,” Liqui Moly’s director of marketing Peter Baumann said. “The World Cup and World Championships in bobsleigh and skeleton are attractive major international events that are carried out in markets that are important to us. They offer an outstanding projection screen for the Liqui Moly brand, to sharpen its profile and increase its publicity.”
The 2016-17 World Cup campaign will comprise eight races across six countries and begins with an event in Whistler, Canada from November 28 to December 3. The 2017 World Championships will be held in the Russian city of Sochi from February 13-26.