LIQUI MOLY has become the first brand to hold Official Supporter status in Formula 1, a newly created tier introduced as part of the German lubricant and additive manufacturer’s multi-year partnership renewal.
Sector understands the tier was created to give partners greater flexibility around rights, assets and activation opportunities, and sits between Official Partner and Official Provider in F1’s sponsorship system, with LIQUI MOLY switching to the new tier from 2027.
It is the first time the category has been used, positioning LIQUI MOLY as the template for a new layer in F1’s commercial structure rather than simply a renewal at its existing level.
LIQUI MOLY is not a new name in the paddock – the brand has been wholly owned by the Würth Group since 2018 now distributes across more than 150 countries.
It became an Official Partner of F1 in 2019, built almost entirely on visibility and access rather than product supply.
Under the new agreement, LIQUI MOLY will continue to appear via virtual trackside signage at selected grands prix, alongside continued opportunities for B2B engagement and customer activation.
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.
Marco Esser
“Formula 1 provides us with an exceptional platform to connect with customers and fans worldwide,” said Marco Esser, LIQUI MOLY’s Global Marketing Director.
“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.”
For LIQUI MOLY, a business built on an industrial patent rather than a consumer brand name, F1’s paddock has functioned less as a marketing platform in the traditional sense and more as a direct route to the workshop owners, distributors and technical buyers who make up its actual customer base.
Becoming the first brand into a newly built tier suggests F1 sees that model, product-led rather than purely visibility-led, as one worth building a repeatable structure around for future partners.
