A year after entering the North American sports sponsorship arena with the Los Angeles Kings of the National Hockey League Liqui Moly has signed a deal with the Chicago Bulls of the National Basketball Association.
Calling the biggest sponsorship program it has ever done on this continent, the German oil manufacturer will have presence throughout the Bulls’ home arena at the United Center and on the team’s digital platforms.
“This transatlantic collaboration is not purely an investment in our U.S. trade – its impact goes far beyond the region,” says Peter Baumann, Liqui Moly’s marketing manager. “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.”
From left, Peter Baumann (Marketing Director. Liqui Moly), Michael Reinsdorf (owner and president of the Chicago Bulls) and Sebastian Zelger (Director, Liqui Moly USA).
It’s that global reach that the company is hoping to capitalize on to grow its name.
“The aim of this collaboration is to raise Liqui Moly’s 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.”
The Bulls are happy to partner up with the company.
“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 and analytics for the Chicago Bulls.
“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,” Baumann said.