The German motor oil and additive producer Liqui Moly will be the sponsor of the Hahnenkamm Races Kitzbühel from 2021 to 2025. Ernst Prost, managing director of Liqui Moly, said at the signing of the contract with Harti Weirather, former ski professional and owner of the international sports marketing agency WWP (Weirather-Wenzel & Partner): “In the last few months, we have invested an additional €18 million in our advertising. The famous Hahnenkamm Races are a major international event that carries our Liqui Moly brand into the living rooms of the whole world. This complements our already strong commitment to sports sponsoring.” The southern German oil and additive manufacturer, founded in 1957 and developing and producing exclusively in Germany, was able to record a respectable increase in sales of almost 3 percent even during the coronavirus crisis thanks to its offensive marketing strategy. Liqui Moly sells its products in 150 countries.