Formula 1 has renewed its partnership with German lubricant and additive manufacturer LIQUI MOLY through a new multi-year agreement.
The organisations announced the extension on 23 September 2026. Under the new phase, LIQUI MOLY becomes an Official Supporter of Formula 1 and will retain virtual trackside branding at selected Grands Prix.
Neither party disclosed the agreement's financial value, end date, event list or the amount of branding inventory included.
A new designation for an established relationship
LIQUI MOLY's Formula 1 relationship began in 2019. The companies previously described it as an Official Partnership, with an earlier extension running through the end of 2026. The new release changes the designation to Official Supporter while continuing the association on a multi-year basis.
The announcement does not explain whether the change in title alters the commercial value or rights package. It confirms virtual signage at selected races and continued customer engagement, but does not state whether physical trackside boards, broadcast integrations or additional category exclusivity are included.
Formula 1's virtual advertising system allows different branding to be presented in broadcast coverage without relying only on fixed signs at the circuit. That can give a global partner controlled exposure across selected events and markets. The value depends on the races, territories, broadcast positions and duration purchased, none of which were itemised.
B2B activity remains part of the package
LIQUI MOLY and Formula 1 say the agreement will continue to support business-to-business engagement and customer activation through bespoke events and experiences. The release does not set attendance, sales, lead-generation or hospitality targets.
For a manufacturer selling through distributors and workshops in many markets, Formula 1 can provide a common international platform for customer meetings as well as consumer visibility. That is the company's stated commercial rationale; no independently audited return on the previous agreement was published.
The renewal is substantive because it keeps a long-running automotive supplier inside Formula 1's central commercial portfolio beyond its previous term. It also preserves activation work for event, hospitality, content and measurement suppliers serving the partnership.
The confirmed development is a new multi-year contract and Official Supporter status. Price, duration, event selection, exclusivity and performance measures remain private.