Liqui Moly has recently partnered up with the Chicago Bulls. Advertising in the stadium and on social media seeks to tap into the broad appeal of the American basketball team, believes the manufacturer.
The oil manufacturer’s brand will have a significant presence at the United Center, including permanent logo placement on the pole pads of both baskets, as well as on the Bulls’ digital platforms. Liqui Moly will also be able to invite customers to games with unique hospitality experiences.
“This transatlantic collaboration is not purely an investment in our US trade – its impact goes far beyond the region,” says Peter Baumann. “The NBA is by far the most popular basketball league in the world, with hundreds of millions of spectators following the games worldwide. What is more, the Chicago Bulls have large numbers of particularly loyal fans – not just in North America but also in South America, Europe, Asia and Australia. The club itself claims to have 175 million fans worldwide – more than any other professional team in the USA.”
“An attractive sport, a well-known league and a great team with a strong following – that’s a perfect combination as far as we’re concerned,” continues Peter. “The aim of this collaboration is to raise our profile in North America particularly, but also beyond. With their international orientation, both the Chicago Bulls and Liqui Moly are world brands in their respective areas.”
“We are so pleased to have found a powerful partner in Liqui Moly. A premium brand which shares a global reach and mutual interest towards quality and top performance is a great match for us,” said Matthew Kobe, Vice President of Business Strategy & Analytics for the Chicago Bulls.
Even though the manufacturer’s main sponsorship emphasis tends to revolve around motor racing, the brand is increasingly appearing away from the race track, too. In its home country of Germany, Liqui Moly has for years been an exclusive partner to Ratiopharm Ulm, a team that plays in the German national basketball league. And in the USA, it has now been involved in ice hockey for a year, sponsoring the LA Kings in the NHL.