There was a time when racing teams and drivers raced for national prestige, the cars painted in the national colours of the manufacturers or entrants; British racing green, Italian red, French blue, German white and so on.
Financial support came in the form of performance bonuses from oil, petrol and tyre companies, but their logos were rarely to be seen on the cars, and even then, they were tiny. Maybe the driver’s overalls had the tyre manufacturer’s name stitched on, but that was about it.
Then, in 1968, that all changed. Colin Chapman of Lotus, arguably one of the most innovative designers motor racing has ever known, always had a weather eye on commercial opportunities to offset the spiralling costs of going Grand Prix racing.
When the cars were rolled out for the first Grand Prix of 1968, the sleek Lotus 49 had lost its green and yellow colour scheme and was decked out in the garish red, white and gold of Player’s Gold Leaf cigarettes. Commercialism had come to Formula One and changed its face forever.
Fast forward to the present day, and a ‘naked’ racing car, unspoiled by sponsor colour schemes and logos, is so rare as to be virtually extinct. There are two main reasons for this; firstly, racing is hugely expensive, and the days of the wealthy amateur supporting his or her own track activities are long gone. Secondly, any category of racing is a valuable shop window for brands looking to increase their exposure and the wise ones hang their hat in that window.
South African racing series might be a small drop in the ocean of global motorsport, but it is no less important to brands – both local and international – who want to be involved for, again, two reasons.
For some brands, sponsorship is merely taking advantage of the exposure possibilities. For others, however, particularly those that contribute to the performance of racing cars or bikes, motor sport is an important development tool, for there are very few sports that put as much strain on the equipment as motor racing, and to test products in that environment can only be of benefit to you and I, the end user.
Liqui Moly has spent the whole of its near-seventy-year existence developing and perfecting its lubricants with the help of motor sport, and it would be a poor reflection on the company if continued participation was not still high on its agenda.
Melicia Labuschagne, the forward-looking leader at the helm of Liqui Moly South Africa, understands this all too well.
“Motorsport is deeply rooted in the Liqui Moly brand DNA,’ she explained. ‘Not only does it give us authentic brand visibility, but it also aligns perfectly with our core values of performance, endurance, and innovation. It’s a natural extension of our product promise.
“[Our involvement] is a combination of both marketing and technical development purposes. From a marketing perspective, motorsport provides high-impact exposure and credibility among performance-driven consumers. From a technical standpoint, it’s a real-world testing environment for our products — an extreme one — where performance, reliability, and innovation are non-negotiable. The feedback loop between the racetrack and our R&D is very real.”
It is with this in mind that Liqui Moly has a strong presence in South African motor sport, and one team that enjoys the benefits of a partnership with LM is Samlin Racing, currently campaigning a Mercedes-Benz AMG GT3 and a Lamborghini Super Trofeo in the SAES (Southern African Endurance Series) and the Sport and GT categories.
“We support the team with a full suite of Liqui Moly products,’ Melicia went on to explain. ‘From motor oils and additives to transmission fluids and care items. We also provide technical support, branding visibility, and collaborative media content that helps promote both parties. It’s a comprehensive partnership.”
With so many top-tier teams to choose from, how does a brand such as Liqui Moly decide which teams to support?
“The Samlin Racing team has a strong, disciplined work ethic and a genuine passion for motorsport that resonates with us. They are also relatable and committed to growing local motorsport, which is important to us from a grassroots perspective. It’s not just about winning; it’s about growing the sport and supporting local talent.”
Of course, any sponsorship has to be visible, and one sure way of achieving that is through winning races. But that’s not the only criterion;
“We don’t concentrate solely on results. While results are important, we value commitment, professionalism, and alignment with our brand just as much. Long-term partnerships are built on shared values and mutual growth, not just podium finishes.
“For us, it’s about partnering with people who truly live what they do. People who are passionate about their craft, passionate about Liqui Moly, and who naturally create excitement and energy around them. Win or lose, it’s that attitude and presence that make them stand out and make others want to be part of the journey.”
Liqui Moly’s racing support programme certainly didn’t start with Samlin Racing, and it won’t stop there, Melicia is keen to point out; ‘We’re always exploring new opportunities — from expanding our motorsport footprint to supporting emerging talent in different disciplines. We’re especially focused on programmes that align with community development, education, and driving technical excellence.’
Of course, Liqui Moly is only one half of the equation. What about the team itself? It would be tempting to think that any team will partner with any brand that’s willing to stump up the cash to enable the team to go racing, but that’s far from the truth. Damian Hammond, driver for the team, was keen to put us straight.
“While sponsorship plays a major role in making racing viable at a high level, the best partnerships go beyond just funding. At Samlin Racing, we look for sponsors who align with our values, contribute real performance, and see the relationship as a long-term collaboration. Our partnership with Liqui Moly is a perfect example; not only do their products support our reliability on track, but their brand fits naturally with the level of precision and professionalism we aim to uphold.
“Liqui Moly supports us with a full suite of race-proven products that directly impact our performance and reliability on track. From engine and gearbox oils to windscreen foam and cooling agents, every product is engineered to withstand the extreme demands of GT3 racing.
“We benefit greatly from their international motorsport experience as well as the input of their highly qualified local engineers, who work closely with us to make sure we’re running the right formulations for our cars, race formats, and conditions. Their global footprint and engineering expertise give us confidence every time we go racing; it’s a true performance partnership.
“We were already using Liqui Moly products long before the sponsorship deal was in place. The decision was purely performance-driven: every product we used proved to be superior in quality, consistency, and reliability. The sponsorship simply formalised a relationship that was already built on trust and results. When you’re pushing machinery to the limit in GT3 racing, you don’t compromise, and Liqui Moly has always delivered.”
Earlier, Melicia spoke about the feedback loop between race track and R&D, and this is something that Samlin also takes very seriously, knowing that any advantage, however small, can make a difference; “After every race, we take oil samples from the car and send them to Liqui Moly for lab analysis,’ said Damian. “They use that data, things like wear levels, temperature stability, and fluid degradation, to support ongoing development and ensure their products perform under the harshest racing conditions.”
It is this constant striving for perfection that has contributed to the team’s success. One particular moment where Liqui Moly products gave a positive performance advantage stands out in Damian’s memory: “It would be the SAES 1 Hour Dash at Kyalami. We had to start from the pit lane, and I drove the car hard through traffic for a full hour. The temps were high, and the mechanical load on the car was intense. Despite that, fluid temps stayed stable, gearbox performance stayed sharp, and we pushed to P2 overall with zero reliability issues. That kind of performance under pressure doesn’t happen by chance; it happens when every part of the system, including the fluids, is doing its job.”
Thanks to companies such as Liqui Moly, we, the spectators, get to witness some fantastic racing by the likes of Samlin Racing. Long may it continue.
