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Liqui Moly sponsors Ice Hockey World Championship

German lubricants manufacturer Liqui Moly has agreed a deal to serve as an official sponsor of next month’s Ice Hockey World Championship.

Liqui Moly struck the deal with the Infront Sports & Media agency, the exclusive media and marketing partner of the event, which is organised by the International Ice Hockey Federation.

The national team tournament will take place from May 5-21 at the Lanxess Arena in Cologne, Germany and the AccorHotels Arena in Paris, France.

As an official sponsor, Liqui Moly will be granted TV-visible brand exposure, as well as logo integration across all official print material, the IIHF website and on-site video spots.

The company will also benefit from a hospitality contingent and further brand activation opportunities throughout the event.

Peter Baumann, Liqui Moly’s marketing director, said: “The IIHF Ice Hockey World Championship is the final big international winter sports event of the season and many of the participating countries represent our key target markets. Russia is by far our largest export market and we are keen to expand into the North American market – where we see huge growth potential.

“Indeed, in all of these target markets, ice hockey is either hugely popular or even a national sport. Through this sponsorship opportunity, Liqui Moly will reach millions of spectators in markets that our motorsport engagements aren’t able to reach.”