Formula 1 and LIQUI MOLY have agreed to a new multi-year partnership, with the German manufacturer becoming an Official Supporter after first joining F1 in 2019.
Formula 1 has secured another long-term commercial relationship, with German lubricant and additive manufacturer LIQUI MOLY agreeing to extend its partnership with the sport in a new multi year deal. Announced on September 23, the renewal keeps a familiar brand within Formula 1 while also giving LIQUI MOLY a new status as an Official Supporter of Formula 1.
The agreement comes just days before the 2026 Azerbaijan Grand Prix and continues a relationship that began in 2019. LIQUI MOLY has maintained an active presence around Formula 1 for the past eight seasons, making the renewal a continuation of an established partnership rather than a new commercial arrival.
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How Did LIQUI MOLY Become Part Of Formula 1?
LIQUI MOLY first entered Formula 1 in 2019 through a regional sponsorship agreement. The original deal gave the German company trackside visibility at selected Grands Prix and Formula 1 branding rights in Germany. The relationship grew over time. By 2023, LIQUI MOLY had become an Official Partner of Formula 1, with the agreement extended through the end of the 2026 season. That deal included both physical and virtual trackside branding, allowing the company to remain visible to fans across a wider range of races. The latest renewal therefore represents another step in a commercial relationship that has gradually expanded since the two sides first joined forces.
What Does The New LIQUI MOLY Deal Include?
Under the new agreement, LIQUI MOLY will continue to receive virtual trackside branding at selected Grands Prix. That gives the company continued exposure during race weekends while allowing Formula 1 to maintain a consistent commercial presence for one of its long-standing partners. The deal also goes beyond what viewers see around the circuit. Formula 1 and LIQUI MOLY will continue working on business-to-business engagement and customer activation programmes, including bespoke events and experiences designed to connect the brand with customers, partners, and other stakeholders around the world.
That additional element is important because modern sports partnerships are increasingly about creating experiences around the event rather than simply displaying a logo. For LIQUI MOLY, Formula 1 provides an international platform that can be used both for brand visibility and direct business relationships.
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Why Is This Renewal Important For Formula 1?
The continuation of the partnership comes at a significant stage for the championship. Formula 1 has entered a new technical era in 2026, while the sport continues to expand its audience and commercial reach across different markets. Long-term partnerships give Formula 1 stability while allowing brands that already understand the championship to build deeper connections with its global fan base. LIQUI MOLY has already spent several years using the sport as part of its international marketing strategy, so the new agreement allows both organisations to build on an established relationship rather than starting from scratch.
For LIQUI MOLY, the value is equally straightforward. Formula 1 reaches audiences well beyond traditional motorsport markets, while the company’s existing association with the championship means its branding is already familiar to many fans. The new agreement also shows how Formula 1’s commercial programme is evolving. LIQUI MOLY was previously an Official Partner, but its new designation as an Official Supporter reflects the next phase of the relationship while preserving the elements that have worked over the years.
After first appearing in Formula 1 in 2019, LIQUI MOLY has now committed to another multi-year chapter with the sport. The cars, regulations, and teams may continue to change, but one familiar name will remain part of the Formula 1 landscape for years to come. What do long-term partnerships like LIQUI MOLY’s add to Formula 1’s global appeal?
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