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Liqui Moly steps up winter sports sponsorship

German lubricants manufacturer Liqui Moly has extended its commitment to winter sports by unveiling a raft of sponsorship deals.

Following its support of this year’s Ice Hockey World Championship in Germany and France, the company will sponsor the 2018 and 2019 editions of the national team tournament in Denmark and Slovakia, respectively.

Liqui Moly will also sponsor the 2017-18 and 2018-19 editions of the International Ski Federation’s (FIS) Nordic Combined World Cup, Ski Jumping World Cup and Ski World Cup, as well as the 2018 Ski Flying World Championships and 2019 Nordic World Ski Championships.

Other events that the company will sponsor include the International Skating Union’s (ISU) Speed Skating World Cup & Championships in 2017-18 and the Short Track World Cup & Championships in 2017-18 and 2018-19.

Liqui Moly will also sponsor the International Bobsleigh & Skeleton Federation’s (IBSF) World Cup & World Championship in 2017-18 and 2018-19.

The deals will grant Liqui Moly exposure across 226 event days over the next two winter sports seasons.

“When our motorsports events are having their winter break, Liqui Moly is playing on other stages,” Liqui Moly marketing director Peter Baumann said. “This ensures our brand is practically permanently visible in sports and the media. At the same time, we are increasing the brand awareness outside of motorsports.”

Changchun in China will host the sprint world championship in speed skating in 2018, while two of the four 2017 short track World Cup competitions are due to take place in Shanghai and the Korean capital of Seoul. Baumann said Asia represents “an extremely large potential for growth” for Liqui Moly.