Lubricant and additive specialist LIQUI MOLY has announced that it is to be involved with another high profile sporting event, this time as official sponsor of the 2018 IIHF Ice Hockey World Championship in Denmark. The competition marks the end of the winter sports season for the oil manufacturer.

Peter Baumann, Marketing Director at LIQUI MOLY commented, "The Ice Hockey World Championship organised by the IIHF is the biggest annual winter sports event and the ideal closing point for our season. The previous events in Cologne and Paris gave the brand great exposure.  There LIQUI MOLY was represented as an advertising partner for the first time. The event was broadcast on TV to a total of 166 countries around the world with the overall audience of almost 1.3 billion viewers.”

Peter adds, "Such advertising co-operations strengthen our publicity globally. And because we  bring viewers that we would not reach with our motorsports involvement closer to the LIQUI MOLY brand, we are rapidly expanding our brand awareness."

At the two world championship arenas in Copenhagen and Herning, the company logo will be seen on a rinkside board in the area visible on television, 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. LIQUI MOLY will also be a sponsorship partner at the World Championship taking place in Slovakia in 2019.