The oils, lubricants and additives firm will now benefit from board advertising alongside ice tracks, as well as on the coaches' boxes and in the finishing area.

Liqui Moly's logo will also be used on all IBSF print communications and on its website, with the sponsorship deal complemented by a hospitality contingent and further promotion and activation rights.

Car giant BMW are already the title sponsors for the World Cup, with Liqui Moly's deal brokered by Infront Sports and Media, the official media and marketing partner of the IBSF.

Ivo Ferriani, President of the IBSF, said: "We are happy to welcome Liqui Moly to the bobsleigh and skeleton family and are looking forward to the debut season with our new official main sponsor. 

"Bobsleigh is often considered the Formula One of winter sports - with our impressive speed, thrilling curves and smooth sliding. 

"The brand and its products therefore find a well-fitting environment. 

"I am absolutely convinced that this partnership will be beneficial for both parties and will help us to further promote the sport, elevating it to the next level."

The 2016-17 World Cup season will feature eight races in six countries, beginning in Whistler in Canada on November 28.

The next IBSF World Championships are scheduled to take place in Sochi in Russia, the 2014 Winter Olympics host, between February 13 and 26 in 2017.

Peter Baumann, director of marketing at Liqui Moly, said: “After ski jumping and skiing we are very consciously venturing into unknown territory with the ice channel. 

"The World Cup and World Championships in bobsleigh and skeleton are attractive major international events that are carried out in markets that are important to us. 

"They offer an outstanding projection screen for the Liqui Moly brand, to sharpen its profile and increase its publicity. 

"And the image transfer is also a success: in both sports, alongside driving ability, the reliability of technology is decisive when it comes to success or failure. 

"After all, bobsleigh and skeleton is performed at the limit of what is possible.

"And day in, day out, in more than 120 countries our products make a valuable contribution towards the functionality and operational safety of vehicles."