Liqui Moly Becomes The Official Sponsor Of Hahnenkamm Races

The German motor oil and additive manufacturer Liqui Moly will sponsor the world-famous Hahnenkamm races, on the unique Streif from 2021 to 2025.

At a press conference in Leipheim, where Ernst Prost lives, the managing directors of Liqui Moly and Harti Weirather, former ski professional and owner of the international sports marketing agency WWP (Weirather-Wenzel & Partner GmbH), signed the five-year contract for a partnership with the Hahnenkamm races and the Kitzbühel Ski Club. Ernst Prost sees the sponsorship activity as part of the aggressive marketing strategy of the lubricant specialist Liqui Moly: “In the last few months we have invested an additional 18 million euros in our advertising. The Hahnenkamm races on the world-famous Streif are a major international event that brings ourLiqui Moly brand into living rooms all over the world. This complements our already great commitment to sports sponsorship. " 

“We have had consistently positive experiences with sponsoring winter sports. In this way we can give our strong Liqui Moly brand even more presence. We are very happy that we are now a partner of the Hahnenkamm Races. The descent is considered to be the most demanding route in the Alpine Ski World Cup. The circle of sponsors is a very select one. This shows the level at which we are with our brand and our products, ”explains Peter Baumann, Marketing Manager at Liqui Moly. 

Thanks to its offensive marketing strategy, the Swabian oil and additive manufacturer was able to record a respectable increase in sales of almost 3 percent even in the Corona crisis. “We are pursuing this strategy primarily for our partners and business customers. Workshops and dealers benefit from our positive brand image. Consumers look specifically for our products and can purchase them from our business partners, ”emphasizes Prost. In the highly competitive oil market, Liqui Moly relies heavily on sponsoring and active advertising. “Customers associate positive characteristics with our brand. In sports sponsorship, we reach a large number of people who are excited about their teams and their athletes and share successes and emotions.Liqui Moly is part of these emotions. We benefit sustainably from this all over the world, ”says Baumann.

Liqui Moly now sells its products in 150 countries. “Our products are made for the most extreme conditions. From the arctic ice desert to the savannah in Zimbabwe. At Liqui Moly our customers only get the best quality Made in Germany, ”Prost affirmed.