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Liqui Moly sponsors World Handball Championship

German lubricants manufacturer Liqui Moly has agreed a deal to sponsor the 2019 edition of the men’s World Handball Championship, which will be co-hosted by Denmark and Germany.

Liqui Moly will benefit from LED advertising exposure during all 96 matches of the tournament, which runs from January 10-27. The company will also give customers the chance to attend matches as part of the agreement.

Liqui Moly holds sponsorship deals across a host of sports, including the MotoGP motorcycling championship and the TCR touring car series.

Liqui Moly marketing director Peter Baumann said: “We want to increase our brand awareness outside of motorsport and this World Handball Championship is a great opportunity. The international orientation of a World Championship and the associated worldwide media presence will benefit us.”

The most recent World Handball Championship took place in France in 2017 and was won by the host nation.

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The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.

The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.

Under the five-year global deal, Oppo will become the first Official Smartphone Partner of The Championships, Wimbledon, as the event is officially known.

US sportswear brand Nike is paying about $7.5m (€6.7m) per year to sponsor China’s League of Legends Pro League (LPL), according to industry sources.