The event has announced a new partnership with Liqui Moly Australia

Leading Australian automotive community, Motor Culture Australia (MCA), says it is thrilled to announce an exciting partnership with Liqui Moly Australia, the renowned German lubricants manufacturer.
This strategic partnership will see Liqui Moly align with MCA on all national events across 2024, ensuring premium brand visibility and audience engagement through a series of strategic initiatives.
“We’re excited to elevate our community members’ experience by partnering with a trusted brand like Liqui Moly, who have a passion for automotive excellence and, at the same time, thrive on community engagement,” Motor Culture Australia Executive Director and Founder, Thomas Fu, said.
Liqui Moly will secure a premium stall position at every MCA event, guaranteeing a front-row seat to all the action.
Likewise, the partnership is under an exclusive arrangement, ensuring Liqui Moly remains the only auto care and lubricants brand at all national MCA events.
“We have spent a good amount of time looking at the car enthusiast community groups here in Australia as we wanted to align ourselves with a brand that represented everything we want in a partner,” Liqui Moly Australia Marketing Manager, Belinda Narbey, said.
“We are recognised in Australia and around the world for our support in motorsport however there is so much more we do.
“Looking for a way in which we can demonstrate this, we wanted to find the right brand to support and where they could support us too.
“We tested out the partnership at the Gold Coast 500, where we had the Liberty Walk Supra from MCA on display which garnered a lot of attention and has given MCA a new fan base at the same time. We are looking forward to what 2024 will bring for us both.”
Liqui Moly’s branding will be prominently displayed on all digital event banners, offering continuous exposure. Additionally, the partnership will be highlighted through Facebook, Eventbrite, and email campaigns, ensuring a broader audience reach.
“Liqui Moly has a strong international brand following which has been built over many years, so we hope this collaboration will enhance the experience of our event attendees and open up our events to a new avenue of motor enthusiasts,” Thomas said.
The collaboration includes real-time event story features and a dedicated MCA brand ambassador story discussion, providing a narrative that resonates with automotive enthusiasts. Furthermore, Liqui Moly will appear in event wrap-up videos, offering greater exposure for both brands beyond live events.
“Alongside our partner BTuned, Liqui Moly is also set to sponsor our new track car which is currently under construction,” Thomas said.
“This high-performance vehicle is slated for a grand reveal at our very first two-day Festival of Motorsport with Queensland Raceway on the 18th and 19th of November this year, which we are all very excited about.
“We also have the pleasure of offering Liqui Moly’s product range to our giveaway car winners to support their vehicle aftercare at home.”

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