German lubricants manufacturer Liqui Moly has signed on as the latest international partner of the 2016 European Athletics Championships, which will be staged in the Dutch city of Amsterdam this summer.
Liqui Moly has been assigned the ‘automotive liquids and care’ product category. Financial terms of the deal were not disclosed.
Under the agreement, Liqui Moly will be granted extensive marketing rights during the build up to, and during, the event.
European Athletics Marketing, a new joint venture between the European Athletics governing body and the Tridem Sport agency, brokered the deal. It marks the first agreement to be signed by EAM since its formation last year.
“We are pleased that our new marketing venture has brought Liqui Moly into the fold as an important partner for Amsterdam 2016,” Svein Arne Hansen, European Athletics president, said. “European Athletics Marketing will continue to work hard to develop the commercial programme of athletics in Europe in order to bring additional values and revenues from our events and activities.”
Liqui Moly joins Spar, Le Gruyère, Omega and Eurovision as international partners of the Championships, which will take place from July 6-10.