LIQUI MOLY, German automotive lubricants and chemicals specialist and partner of German Ice Hockey League team Eisbären Berlin, is expanding their sponsorship agreement globally to include the LA Kings and the Ontario Reign.
The multiyear global agreement, brokered by AEG Global Partnerships, comes on the heels of the Kings extending their operations presence globally to include Eisbären Berlin in addition to the Reign of the American Hockey League. As a result of the new operations agreement, Eisbären Berlin partners, such as LIQUI MOLY, are expanding their reach internationally and moving to capitalize on the new arrangement.
"We're the first German oil brand to go into professional U.S. sport - which shows just how important this is," said LIQUI MOLY Marketing Director Peter Baumann at a press conference in Los Angeles. North America is one of the markets that offers the most promising growth prospects for LIQUI MOLY. "This is why we're launching this advertising campaign with our biggest budget yet in North America," said Baumann.
LIQUI MOLY is the first Eisbären Berlin partner to extend its partnership to the U.S. and across all three pro hockey teams owned and operated by AEG Sports, a division of AEG. With the new operations directive, AEG will be able to implement the excellence of the Kings business operations and acumen across all three pro teams. The agreement with LIQUI MOLY underscores the global and connective nature of AEG and its ability to orchestrate agreements for partners that have a global impact.
"We are very pleased to welcome LIQUI MOLY into our sports family, and we believe this new partnership is truly one-of-a-kind and historic in terms of sponsorship activation across our three pro hockey teams," said Kings President, Business Operations Luc Robitaille. "When we announced last month that the Kings would now oversee all operations of Eisbären Berlin Hockey, this is the type of off-ice announcement we were looking forward to, as it helps elevate our brand and future partner and marketing opportunities throughout our unique hockey assets."
Said Josh Veilleux, Kings Vice President of Corporate Partnerships: "AEG is distinctively positioned to offer its partners more. Our global network allows us to position partners in many of the top markets worldwide whether that's through sports, facilities, or our live event offerings. Our expanded relationship with LIQUI MOLY is a great example of this, and we are thrilled to have them be the first to partner across all three of our pro hockey teams."
This global partnership expansion highlights LIQUI MOLY's efforts to increase its brand awareness in the U.S. and Canada as well as complements its current sponsorship efforts across a variety of sports including, motorsports, tennis, alpine skiing, basketball and more.
As a part of this global expansion agreement, LIQUI MOLY will have virtual and traditional signage for both Kings and Reign games at STAPLES Center and Citizens Bank Arena, respectively, as well as a number of marketing initiatives such as a LAKings.com website takeover and a keychain giveaway with the Reign. This is in addition to the partnership elements they have with Eisbären Berlin.