German motor oil specialist LIQUI MOLY has hugely increased its advertising investment. The company has become the advertising partner for two of the top winter sports events: at the Alpine World Ski Championship in Beaver Creek (USA) and at the Nordic World Ski Championship in Falun, Sweden. “It is absolutely our biggest sponsorship of winter sport”, says Gerhard Riedmüller, LIQUI MOLY’s Export Manager. “By so doing we are getting our brand into the living rooms of millions of sports fans across the globe.”
Both World Championships are broadcast on international television and watched by more than a hundred million viewers. The LIQUI MOLY brand benefits from this in two ways: the international television broadcasts and also the popularity of winter sport. The company anticipates that, as a result, there will be a significant push in brand awareness in many countries and thereby an increase in demand for products. “We want to support our global customers with this advertising partnership”, says Gerhard Riedmüller. “These World Championships bring us a lot closer to our goal of being a global brand.”
The Alpine World Ski Championship in Beaver Creek runs from February 2nd to 15th. Then the Nordic World Ski Championship takes place in Sweden from February 18th to March 1st. “So that will be four weeks of nonstop LIQUI MOLY in winter sport”, explains Gerhard Riedmüller.
LIQUI MOLY traditionally identifies most strongly with motor sport and above all with the new TCR touring car series and with MotoGP. This is just a winter break. “With the two World Ski Championships we can keep flying our flag high outside of the motor sport season”, says Gerhard Riedmüller.