F1 extends collaboration with key partner

F1 has confirmed a new multi-year collaboration with German lubricant and additive manufacturer Liqui Moly. Liqui Moly will continue to have signage at select races as part of the new deal, with the opportunity to host guest experiences during events. The partnership began in 2019, though Liqui Moly has had a presence in F1 long before that having sponsored the Sauber-Mercedes entry in the 1990s, as well as Jordan in 2002. F1 Director of Commercial Partnerships Jonny Haworth said: "This new multi-year deal is the culmination of years of strong collaboration between two long-standing partners. "We look forward to continuing our work with Liqui Moly to further integrate the brand into the special F1 fan experience and continue our mission to create the world’s greatest sporting and entertainment spectacle for our fans." Liqui Moly Marketing Director Peter Baumann added: "The media reach of Formula 1 goes far beyond the classic channels. "The racing series relies on unparalleled, global 360-degree marketing. What unites our two brands is the constant will to inspire as many people as possible around the world with our product. "So, I am particularly excited about this contract extension."