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From the race track to the ice track LIQUI MOLY to become Official Main Sponsor of the BMW IBSF World Cup and World Championships Bob Skeleton

3 min read

The agreement sealed by Infront provides the company with wide-reaching advertising opportunities

Salzburg, Austria – LIQUI MOLY, the German manufacturer for motor oils, lubricants and additives, is to become Official Main Sponsor of the BMW IBSF World Cup and World Championships Bob & Skeleton. The sponsorship agreement was brokered by Infront Sports & Media, the official media and marketing partner of the International Bobsleigh and Skeleton Federation (IBSF) and will run for two years, starting with the upcoming 2016/17 season.

Extensive advertising presence

As Official Main Sponsor, LIQUI MOLY will receive strong brand positioning in camera view with board advertising along the ice track, in the finish area, on the coaches’ boxes and on the leader backdrops. The company’s logo will further be included across all print communications and on the IBSF website as well as in onsite video spots. The sponsorship package is complemented by a hospitality contingent and further promotion and activation rights.

Well-fitting environment

Peter Baumann, Director Marketing of LIQUI MOLY, said: “After ski jumping and skiing we are very consciously venturing into unknown territory with the ice channel. The World Cup and World Championships in bobsleigh and skeleton are attractive major international events that are carried out in markets that are important to us. They offer an outstanding projection screen for the LIQUI MOLY brand, to sharpen its profile and increase its publicity. And the image transfer is also a success: in both sports, alongside driving ability, the reliability of technology is decisive when it comes to success or failure. After all, bobsleigh and skeleton is performed at the limit of what is possible. And day in, day out, in more than 120 countries our products make a valuable contribution towards the functionality and operational safety of vehicles.”

Ivo Ferriani, President of the IBSF, added: “We are happy to welcome LIQUI MOLY to the bobsleigh and skeleton family and are looking forward to the debut season with our new Official Main Sponsor. Bobsleigh is often considered the Formula 1 of winter sports – with our impressive speed, thrilling curves and smooth sliding. The brand and its products therefore find a well-fitting environment. I am absolutely convinced that this partnership will be beneficial for both parties and will help us to further promote the sport, elevating it to the next level.”

Michael Witta, Managing Director of Infront Austria, commented: “We are continuously evaluating enhanced sponsorship possibilities for the IBSF – last year we introduced advertising along the upper curve of the ice track and improved the under ice branding. The addition of LIQUI MOLY as a new Official Main Sponsor to the BMW IBSF World Cup Bob & Skeleton demonstrates that we are on the right path – with the brand to receive strong reach through an appealing sport and a growing platform.”

2016/17 season starts in November

The 2016/17 BMW IBSF World Cup Bob & Skeleton will stage eight races in six countries across three continents. The upcoming season will start in North America, with races in Whistler, Canada (28 November - 3 December 2016) and Lake Placid, USA (12 - 17 December 2016), and then move to Europe in the new year. The eighth and final race will take place at the venue of the 2018 Olympic Winter Games in PyeongChang, Korea. As the season’s highlight, the 2017 BMW IBSF World Championships Bob & Skeleton will take place in Sochi, Russia from 13 - 26 February.


LIQUI MOLY GmbH from Ulm in South Germany offers a wide range of high-quality products such as motor oils, additives, vehicle care products and service products. The range includes some 4000 items. LIQUI MOLY develops and tests their products in their own laboratories, manufactures exclusively in Germany and markets all of their products themselves. LIQUI MOLY was founded some 50 years ago and is now one of the leading companies in the industry. The products are sold in Germany and in 120 other countries.

About Infront Sports & Media

Infront Sports & Media is one of the most respected sports marketing companies in the world, managing a comprehensive portfolio of top properties. Led by President & CEO Philippe Blatter, Infront covers all aspects of successful sporting events – including distribution of media rights, sponsorship, media production and event operation – and has won a reputation for its high standards of delivery. As the number one player in winter sport and with a leading role in football, summer and endurance sports, Infront enjoys long-lasting partnerships with 170 rights-holders and hundreds of sponsors and media companies. Headquartered in Zug, Switzerland, Infront has a team of more than 900 experienced staff working from over 35 offices across more than 15 countries, delivering 4,100 event days of top class sport around the world every year. In November 2015, Infront was integrated into Wanda Sports Holding, part of the Chinese conglomerate the Dalian Wanda Group.