LIQUI MOLY was named the Official Sponsor of the 2017 IIHF Ice Hockey World Championship in Germany and France during the month of May.
“The World Championship is the last major international winter sports event this season. The nations involved are all very important markets to us,” said LIQUI MOLY Marketing Director Peter Baumann.
All northern European countries are competing in the Championship, along with France, Italy, Switzerland and six teams from Eastern Europe.
“Russia is by far our biggest export market, while North America is the market where we see huge potential and want to achieve good growth,” Baumann said.
According to the company, the championship ties held in Russia in 2016 were watched in stadiums by nearly 420,000 spectators, while broadcasts in 167 countries brought the event to almost 1.3 billion television viewers. In 2010, nearly 550,000 people went to stadiums to see the last world championship held in Germany.
At the two world championship arenas in Cologne and Paris, the company logo will appear on a rinkside board in the area behind one of the goals and it will also appear on all official printed materials and partition walls, as well as in the advertising clips shown on the stadium cubes.
Baumann said, “In this way, we [will introduce] millions of spectators to LIQUI MOLY—people we wouldn't otherwise reach with our involvement in motor racing.”