German automotive chemicals specialist LIQUI MOLY and the Los Angeles Kings of the National Hockey League have agreed on an advertising partnership that will run over three seasons.
“We’re the first German oil brand to go into professional U.S. sport—which shows just how important this is,” said Peter Baumann, LIQUI MOLY marketing director, at a press conference in Los Angeles.
Baumann identified North America as a market that offers growth potential for the company.
“This is why we’re launching this advertising campaign with our biggest budget yet in North America,” he said.
Kings fans will see LIQUI MOLY at the rink, with logos on the boards and the cube above the ice. The company will also be advertising on the boards and on the ice in the arena of Ontario Reign, also based in California. The American Hockey League team is one of two farm teams for the Kings.
“We are very pleased to welcome LIQUI MOLY into our sports family, and we believe this new partnership is truly one-of-a-kind and historic in terms of sponsorship activation across our three pro hockey teams,” said Luc Robitaille, Kings president, business operations.
Los Angeles was selected “because a lot of our customers are based in the LA area; the level of spending power and the frequency of German cars are also particularly high in California,” said Baumann.
In its anniversary year—LIQUI MOLY turns 60 in 2017—the company aims to establish the brand in the U.S. and Canada.
“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 noted. “Sport is omnipresent in North America and generates huge media interest—especially the four main sports of American football, baseball, basketball and hockey.”
The contact was established through Eisbären Berlin. Like the Los Angeles Kings and Ontario Reign, the top-level German hockey club belongs to the Anschutz Entertainment Group (AEG), one of the world’s leading companies in the entertainment and sports industry.