Formula 1 Renewed Liqui Moly Partnership
Liqui Moly has secured a continued presence at Formula 1 events through a renewed multi-year commercial partnership.
Updated on Sept. 23, 2026 in Motorsports
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Formula 1 has officially extended its long-standing partnership with German brand Liqui Moly. The automotive lubricant company will continue to feature its branding through trackside signage at select Grand Prix events.
Why it matters
The extension provides Liqui Moly with a consistent platform to reach a massive global audience of motorsport fans. This visibility remains a key component of the brand's international marketing strategy and connection with the consumer market.
The partnership between Formula 1 and Liqui Moly spans seven years since its inception. This agreement supports the company's visibility through trackside signage and customer engagement initiatives.
The players
Formula 1
This is the highest class of international auto racing for single-seater formula racing cars governed by the FIA.
Liqui Moly
Based in Germany, this company is a globally recognized manufacturer of motor oils, lubricants, and additives.
Tata Consultancy Services
Headquartered in India, this multinational information technology services and consulting company specializes in digital transformation.
Jaguar TCS Racing
This factory-backed racing team represents the British automaker Jaguar in the international Formula E championship.
The details
Liqui Moly leverages its F1 presence to host customer activation events, bridging the gap between high-performance racing and consumer products. Simultaneously, Tata Consultancy Services has extended its title sponsorship with Jaguar TCS Racing, aiming to further integrate artificial intelligence into race operations.
Timeline
The original partnership between Formula 1 and Liqui Moly began in 2019.
The partnership underwent a previous formal extension in 2023.
Jaguar TCS Racing secured the Formula E Teams' World Championship in 2024.
Jaguar TCS Racing repeated as Formula E Teams' World Champion in 2026.
Season Trajectory
These renewals reflect a shift toward AI-driven vehicle engineering in professional motorsport. As teams prepare for the Formula E GEN4 era, deep technical sponsorships like the one between Tata Consultancy Services and Jaguar TCS Racing have become essential for maintaining competitive parity.
Fans can expect continued brand presence from these partners during televised broadcast cycles and trackside coverage. For Jaguar TCS Racing, the continued integration of AI tools positions the team as a technological leader heading into the next generation of electric racing.
The takeaway
Commercial partnerships are evolving beyond simple signage to include deep technical integrations that directly influence vehicle performance. Fans should expect these technical collaborations to play a larger role in defining team success on the track.
What happens next
Jaguar TCS Racing is scheduled to compete in the upcoming Formula E GEN4 racing era, which marks a significant shift in technical specifications and performance capabilities.
Further reading
For more on the current state of professional racing, visit Motorsports.
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