German oil and lubricants supplier Liqui Moly has become an official sponsor of this year's International Ice Hockey Federation (IIHF) World Championship.
The event, which is jointly hosted by Paris, France and the German city of Cologne, takes place between 5th and 21st May. Liqui Moly's branding will be featured across Paris' AccorHotels Arena and Cologne's Laxness Arena, with strong visibility on advertising boards, behind the goals, and across all official printed and digital promotional material.
The deal was brokered by global agency Infront Sports & Media, the exclusive media and marketing partner of the IIHF Ice Hockey World Championship.
“The IIHF Ice Hockey World Championship is the final big international winter sports event of the season and many of the participating countries represent our key target markets," said Peter Baumann, marketing director at Liqui Moly. "Russia is by far our largest export market and we are keen to expand into the North American market - where we see huge growth potential. Indeed, in all of these target markets, ice hockey is either hugely popular or even a national sport. Through this sponsorship opportunity, Liqui Moly will reach millions of spectators in markets that our motorsport engagements aren’t able to reach.”