Motor racing’s elite Formula 1 (F1) series has announced a multi-year renewal of its partnership with German automotive lubricants brand Liqui Moly.
The renewal builds on the pair’s original partnership struck in 2019, which was last extended in 2023, and will see Liqui Moly become an official supporter of the sport.
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
The brand will continue to have physical and virtual trackside signage at select races and gain opportunities for B2B engagement and customer activation through events and experiences throughout the season.
Marco Esser, global marketing director at Liqui Moly, said: “Formula 1 provides us with an exceptional platform to connect with customers and fans worldwide.
“Over the past seven years, our partnership has delivered, and will continue to deliver, significant value; we look forward to further leveraging the unparalleled global appeal of Formula 1.”
The deal adds to Liqui Moly’s sponsorships within motorsports, including motorcycling’s MotoGP and MXGP, Germany’s DTM series, and several endurance races.
Outside of motor racing, the brand has partnerships in place with World Rugby covering the 2027 and 2029 World Cups, handball’s EHF Men’s Handball Championship, soccer’s FC Heidenheim and Ulm 1846 (Germany).
Elsewhere in motorsports, Tata Consultancy Services (TCS), the prominent India-based IT company, will continue as the title sponsor of Formula E team Jaguar TCS Racing after extending its agreement.
As part of the agreement, TCS will become Jaguar TCS Racing’s official AI partner as the series enters its GEN4 era, with the company using AI to unlock new efficiencies across racing operations and engineering while generating insights to support the development of Jaguar electric vehicles.
The renewal builds on a five-year collaboration between the pair, which has seen the team secure the 2024 and 2026 Formula E Teams’ World Championships.
Abhinav Kumar, global chief marketing officer at TCS, said: “This partnership demonstrates what is possible when world-class teams come together with a shared ambition to innovate.
“At the close of a great season, culminating in the Teams’ World Championship, we are pleased to extend our partnership and build on that momentum as Formula E enters the GEN4 era.
“With this renewal, we will further harness AI and advanced technologies to unlock new performance opportunities to help Jaguar TCS Racing compete for more podiums and championship wins.”
