MELBOURNE, AUSTRALIA – In a thrilling move for Aussie motorsport fans, German lubricant giant Liqui Moly has stepped up to become the title sponsor of the Australian Grand Prix. Announced today, this marks the company’s first big splash into Formula 1 sponsorship, bringing its reputation for top-notch oils and additives to the iconic Melbourne event. The deal kicks off a new era for the race, which has been a staple on the F1 calendar since 1996 at Albert Park.
The Australian Grand Prix boasts a rich history, stretching back to its debut at Phillip Island in 1928. Over the decades, it’s been held at 23 different venues, with legends like Jack Brabham leaving their mark—especially with his game-changing Repco V8 engines in the 1960s. Now locked in at Albert Park until 2035, the race continues to draw massive crowds, with last year’s event smashing records at 452,055 attendees, making it one of the biggest sporting spectacles Down Under.
Liqui Moly’s entry into the F1 scene aligns with a growing trend of non-traditional sponsors shaking up the sport. Known for its 4,000-plus product range and a hefty 2023 revenue of €670 million, the company is eyeing global exposure. This move also ties into its recent tweaks, like refining product lines for marine diesel and adjusting canister designs, showing a savvy push to boost brand visibility at high-octane events like the Grand Prix.
Fans can expect the action to heat up from 17 to 19 October when the Liqui Moly Australian Motorcycle Grand Prix rolls into Phillip Island. With MotoGP’s fastest bikes and fiercest riders on display, this sponsorship promises to rev up excitement. Whether you’re a die-hard racer or just here for the vibe, it’s shaping up to be a ripper of a weekend!
