The British Touring Car Championship (BTCC) has agreed a three-and-a-half-year deal with Liqui Moly.
Contract:
- Liqui Moly will be the official oil and lubricants partner of the touring car series
- Deal kicks off from the next race at Croft, continuing until the end of the 2027 season
- Contract includes the naming rights to every race at Croft in that timeframe
- Branding will be present at all BTCC race venues, including circuit signage and podium backdrops
Context:
Liqui Moly, which is paying around US$200 million to be an official partner of Formula One until 2026, is looking to be more focused with its marketing through this move. The German company wants more of a presence in the UK market, and this long-term commitment seeks to deliver just that.
This contract also highlights the impact of Global Media Properties (GMP) on BTCC’s commercial strategy. The company was brought on board in April to overhaul the series’ commercial strategy and seek ‘new avenues for growth and engagement’. Evidently, this is already paying dividends.
Comment:
“We are delighted to welcome Liqui Moly into the BTCC family,” said Alan Gow, BTCC chief executive. “We have always cherished our loyal and long-term relationships with our very specific and carefully chosen partners, and we look forward to Liqui Moly joining that illustrious group.
“Liqui Moly is a much admired and trusted motor oil and additive manufacturer throughout the world, not just in motorsport, and we are looking forward to what will be a hugely successful partnership.”
Coming next:
BTCC is halfway through its 2024 season, with the next round taking place at Croft Circuit in Darlington from 27th to 28th July.
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