Handball: Liqui Moly succeeds Lidl as naming partner of the StarLigue for 2021-2026

Liqui Moly, a German manufacturer of engine maintenance and cleaning products, is to become a main partner of the French National Handball League (LNH) and the naming partner of the French men's handball first division for five seasons from 2021-22, announced the body on 02/12/2020. The partnership, which will make the men's competition the "Liqui Moly StarLigue", was established through the agency Sport&Co.

Liqui Moly replaces Lidl, a supermarket chain that had previously extended its partnership with the LNH as naming partner of the "Lidl StarLigue" for the 2020-21 season, its last season as a naming partner, on 10/07/2020. Lidl paid €1m per year, according to the French sports daily L'Équipe on 31/05/2016. This naming rights agreement was also valid for the Handball Coupe de la Ligue and Trophée des Champions. "Liqui Moly's sponsorship does not include these two other competitions," said the LNH to News Tank Football on 02/12/2020.

"Liqui Moly wants to rely on professional handball to develop its reputation and support its arrival in France. The LNH, through its 30 professional…