In today's fast-paced sports industry, sponsorship remains a game-changer for both brands and sports organisations. It bridges financial gaps for teams and events while offering brands unique opportunities to elevate their visibility, get in contact with communities, and fuel growth. But how can brands ensure their sponsorship investments truly pay off? LIQUI MOLY is an example of how a holistic approach can see multiple benefits. By sponsoring both winter and summer sports, they have solidified their presence in the sporting world and built a deeper connection with their audience.
The power of sports sponsorship benefits for brands
Sponsorship has long been the lifeblood of sports, offering a win-win for everyone involved. Brands benefit from sports sponsorship by tapping into the passion and loyalty of sports fans. Whether it's sponsoring grassroots initiatives or major global events, sports sponsorship provides countless ways for brands to showcase their values and build emotional connections with their audience. From logo placements on kits to in-venue branding and digital engagement, the avenues for increasing brand visibility are endless.
For sports entities, sponsorship offers a financial boost that supports better facilities, improved player development, and the sustainability of sports organisations. These partnerships enable teams to elevate the fan experience, engage communities, and invest in their long-term growth.
More than just logos
Sponsorship isn't just about slapping logos on jerseys or arenas. It’s a strategic move for market penetration, enhancing brand credibility, and receiving stronger brand loyalty. For a brand like LIQUI MOLY, sports sponsorship is an opportunity to align with values that resonate with their audience.
"Sport has always been characterised by values that perfectly match our own: fairness, diversity, openness, decency and, of course, the principle of performance," said Peter Baumann, Marketing Manager at LIQUI MOLY. "Sport is also a subject area in which our target group feels very much at home. But what connects us above all with sport is our enthusiasm."
Sports sponsorship allows brands to cut through the noise of the crowded marketing landscape. By aligning with sports, companies exploit devoted fan bases, receiving both traditional media exposure and the vast reach of digital platforms.
LIQUI MOLY’s sponsorship journey: A targeted approach
LIQUI MOLY's approach to sports sponsorship is anything but random. Their strategy spans both winter and summer sports, positioning the brand across various sporting disciplines where they know – through market research – their audience will be. They’ve supported prestigious events like the FIS World Cup, the Men’s and Women’s EHF EUROs, and top motorsport competitions across the world.
By associating with world-class athletes and events, LIQUI MOLY not only reaches a global audience but also reinforces its image as a brand committed to performance and quality.
“We always take a 'microscopic' look at potential sports sponsorships,” adds Baumann. “Does it fit in with our brand image? How much potential does the sport itself offer and what connections can be made to our product? That's why we can't say that we follow a 'standardised approach', but instead carry out an individual check of the cooperation potential.”
A year-round strategy
LIQUI MOLY understands the importance of maintaining visibility across all seasons. “Both seasons have their appeal, which is why we are active in both,” adds Baumann. “During the winter season, many people use our products to winterise or winter-proof their vehicles. In summer, the appearance of vehicles plays an even greater role. We go 'full throttle' 365 days a year in terms of media and sponsorship.”
This year-round engagement keeps LIQUI MOLY front of mind, while resonating with consumers' changing needs throughout the year.
The impact of LIQUI MOLY’s sponsorship strategy
LIQUI MOLY’s sports sponsorship strategy has significantly boosted brand recognition. Their presence in high-profile sports events has helped forge stronger connections with their audience, reinforcing their values and driving customer loyalty.
“Sports sponsorship undoubtedly makes us an even more attractive and successful brand,” Baumann continues. “People know: LIQUI MOLY stands not only for high-quality products but also for sustainable commitment to top-class sport.”
Though direct sales impact may be difficult to quantify, LIQUI MOLY’s overall success speaks volumes. “Our sales and earnings development ultimately confirms that we have done and are doing things right,” notes Baumann.
The future of sports sponsorship benefits for brands
The landscape of sports sponsorship is ever evolving, with brands needing to stay ahead of trends to maximise their benefits. As fans become more discerning, authenticity in sponsorship activations will be key. Brands will need to embrace digital strategies—leveraging social media and personalised content to enhance fan interaction.
Emerging technologies like virtual and targeted advertising are becoming more prevalent, allowing brands to reach specific demographics with precision. Companies that continue innovating their sponsorship strategies and exploring opportunities in emerging sports will see lasting success.
For any brand considering sports sponsorship, now is the time to act. The benefits are undeniable. As LIQUI MOLY has demonstrated, sports sponsorship offers more than just a chance to put your logo on a jersey. It's about creating deep, lasting connections with consumers, fostering brand loyalty, and making a real impact in the world of sports.
