F1 announces deals with RM Sothebys and Liqui Molly

Formula 1 announced partnerships with longtime motorsport sponsor Liqui Molly and world-renowned auction house RM Sotheby’s.

Formula 1 and Liqui Molly

Formula 1 and leading lubricants manufacturer, Liqui Moly, have signed a regional sponsorship deal. The agreement which begins at the Bahrain Grand Prix 2019 on March 29/31, will provide Liqui Moly with global trackside exposure at 11 Grands Prix during the 2019 season, ensuring brand recoginition is elevated across multiple international markets and allowing the brand to speak to a prime motoring audience. As part of the deal, Liqui Moly will also have regional Formula 1 IP rights in Germany.

Liqui Moly has a strong presence in the motorsport arena, and expanding its portfolio into the sport allows them to promote the brand extensively in its home market of Germany and demonstrates the brands efforts in other key global markets.

Murray Barnett – Director of Sponsorship and commercial partnerships said: “Formula 1 is delighted to welcome Liqui Moly as a Regional Sponsor of F1. As a globally renowned manufacturer of premium vehicle products, Liqui Moly are a perfect fit for our brand and audience and we look forward to working together to expand their presence in the sport through broader and deeper fan engagements.”

Peter Baumann – Marketing Director, Liqui Moly said: “We are very excited to be part of the Formula 1 family. The still growing international presence of this exciting sport gives us the right platform to increase our brand awareness all over the globe.”


Formula 1 and RM Sothebys

Formula 1 is delighted to announce a new global multi-year partnership with RM Sotheby’s, the world’s largest auction house for investment-quality automobiles, which will harness the appeal of two of the world’s premium brands.

The focus in the first year of this ground-breaking collaboration will culminate at the season-ending 2019 Abu Dhabi Grand Prix, with a sale of significant cars and memorabilia which will form the Middle East’s first ever major international collector car auction.

The event will take place on the evening of Saturday 30 November at the Yas Marina circuit. The sale will focus on bringing together an expertly curated selection of significant Grand Prix racing single-seaters and road-going sports cars with an historical connection to the world of motorsport, alongside a broader collection of hand-picked, blue-chip classic and supercars.

The partnership is planned to grow in both scope and scale, providing F1® fans and collector car enthusiasts around the world the chance to acquire their own piece of motorsport and automotive history.

Sean Bratches, Managing Director Commercial Operations, Formula 1, said: “Everyone at Formula 1, along with our global community of fans love cars, old and new. The chance to work with RM Sotheby’s is a perfect marriage showcasing the beauty of classic cars alongside the most technologically advanced cars on the planet. And while, not all of us can drive away with a priceless piece of automotive art, our collaboration gives all the race-goers the opportunity to see these beautiful cars up close over the race weekend. It is going to be another way to deliver on our promise of making the spectacle more spectacular.”

Maarten ten Holder, Head of RM Sotheby’s Europe & Chief Auctioneer, said: “Formula 1 has an unrivalled track record for working with the some of the world’s most innovative and prestigious international companies. With its passionate global audience of over 506 million fans, and 21 events across five continents each year, F1 provides a unique platform for RM Sotheby’s and the wider Sotheby’s Group, to excite, entertain and engage with our global customer base of collectors. 2019 marks our 40th anniversary and for us there is no better way to celebrate this landmark year than by sharing our love of cars on the biggest stage possible.” Al Tareq Al Ameri, CEO Yas Marina Circuit, said:

“Collector car and memorabilia interest in the Region is growing, so hosting the first auction of this new collaboration at the Abu Dhabi Grand Prix is perfectly timed. And, of course, this represents yet another first as we continue to harness the power of our Grand Prix as a platform for innovations and fan engagement in Formula 1. We look forward to welcoming the collector car world to Yas Marina Circuit on 30th November.”