German lubricants manufacturer Liqui Moly has made its first move into the US sports sector by partnering with NHL ice hockey franchise the Los Angeles Kings.
The deal will cover the remainder of the 2016-17 season, along with the 2017-18 to 2019-20 campaigns. Liqui Moly hopes the partnership will help establish its presence in the US and Canadian markets.
The company will benefit from rink-side brand exposure for the remaining matches of the 2016-17 season, and the three subsequent campaigns. Liqui Moly’s logo will feature on a rink-side board, in an area behind the board and above the board, and on the cube above the rink. The company will also receive on-ice brand exposure.
Liqui Moly will also be advertising on the board and on the ice in the arena of Ontario Reign, an American Hockey League (AHL) team that acts as one of two feeder franchises for the Los Angeles Kings.
Peter Baumann, Liqui Moly’s marketing director, said: “We’ve been the most popular motor oil brand in Germany for many years now, having long overtaken the global petroleum giants there, so this is a long-term goal we’re pursuing in other regions of the world as well.”
Baumann added: “We’re seeing fast-paced growth in sales in North America so the aim of this advertising campaign is to further stimulate this development. Our sales team was significantly enlarged last year for this reason, too – and that’s by no means the end of the story.”