Initiatives in Brazil and Argentina use sports as a platform to strengthen relationships with customers and local communities
Campinas, July 2026 – LiuGong, together with its distributor network, has been consolidating a series of sports sponsorship initiatives. These activities strengthen the brand’s regional presence and deepen its connection with customers, partners and local communities.
For Denis de Andrade, Marketing Manager at LiuGong Latin America, this consistency is one of the pillars of the company’s positioning in the region. “When we look at what LiuGong does directly, through its sponsorship of Arthur Gama, and at what our distributors do in their respective regions, we see the same approach. We want to be close to customers, value local identity and use sports as a genuine way to build relationships,” says the executive.
In Brazil, LiuGong resumed its sponsorship of driver Arthur Gama in NASCAR Brasil. The partnership has been built over the years, based on trust, development and alignment of values between the brand and motorsport, in a category currently experiencing a period of renewal, with greater national visibility through free-to-air television broadcasts and digital platforms.
In Brazil’s Northeast region, Damaq Equipamentos, a LiuGong distributor operating in states including Pernambuco, Paraíba, Rio Grande do Norte, Piauí, Sergipe and Alagoas, expanded its institutional presence in Paraíba through the sponsorship of Serra Branca Esporte Clube, known as “Carcará do Cariri.”
With the Damaq and LiuGong brands displayed on the front of the team’s jersey, the partnership increases brand visibility in the region and reinforces the companies’ commitment to initiatives that contribute to local development. The support strengthens projects connected to the growth of Brazil’s Northeast and to sports as a driver of social development.
Damaq’s slogan, “The force that drives the Northeast,” takes on even greater meaning when associated with a team with a strong regional identity. The sponsorship is part of the company’s institutional positioning strategy and brings the brand closer to the sectors driving the local economy.
In southern Brazil, LiuGong distributor Grupo Priori is using motorcycle racing as a relationship-building platform. The company sponsors drivers Jonatas Rosa de Oliveira (#78) and Ederson Gasparetto (#46).
The drivers compete in championships such as the Copa Carlos Barcelos, the Southern Brazilian Motorcycle Racing Championship and the Gaúcho Motorcycle Racing Championship. Integrated into the official schedule of the Gaúcho Motorcycle Racing Championship and the Southern Brazilian Championship, the Copa Carlos Barcelos serves as a showcase for emerging talent.
By supporting drivers at different stages of their careers, Priori reinforces values such as performance, discipline, overcoming challenges and safety. The initiative brings the brand closer to the motorcycle racing audience and creates opportunities to build relationships with customers and partners in an environment characterized by strong emotional engagement.
In Argentina, LiuGong distributor ZMG maintains a strong portfolio of motorsport sponsorships, supporting drivers competing in some of the country’s main racing categories.
Among them is Nicolás Pezzucchi, a driver from Olavarría with an extensive career in motorsport, currently competing in Turismo Pista Class 3. With a career that began in karting, he has competed in different categories throughout his career.
Another highlight is Marcelo Rafael Ciarrocchi, a professional driver with more than three decades dedicated to Argentine motorsport. Born in Almafuerte, in the province of Córdoba, he began karting in 1992 and has built a career marked by championships and outstanding results.
What all these initiatives have in common is proximity to customers, regional presence and support for sports as a platform for human development. They also encourage teamwork and the drive to overcome challenges – values that are central to the machinery and equipment business.
About LiuGong
Founded in 1958, LiuGong Machinery Corporation is a global manufacturer of construction, mining and infrastructure equipment, recognized for its robust engineering and focus on innovation.
In 2002, LiuGong launched its globalization strategy. Since then, the company has established more than 30 overseas subsidiaries and offices, four factories outside China and 17 global R&D centers. More than 500 distributors around the world provide LiuGong products and services to customers in more than 180 countries and regions.
Driven by its transformation into a world-class company with global competitiveness, LiuGong will continue to actively develop integrated global strategic partnerships throughout the value chain, consistently advancing its “Total Solution, Total Intelligence and Total Globalization” strategy.
About LiuGong Latin America
Responsible for LiuGong operations in Brazil and Latin America, the subsidiary has been developing the regional market for construction, mining, paving and industrial equipment since 2008. With its own industrial structure and an expanding distributor network, the company maintains infrastructure and a training center in Mogi Guaçu, São Paulo, as well as offices in Campinas, São Paulo, and Belo Horizonte, Minas Gerais. The regional operation focuses on strengthening customer proximity, after-sales support and sustainable brand growth across the continent.
Press Contact
MARKETING LIUGONG
marketing@liugongla.com
ADRIANA ROMA
adriana@haproposito.com.br
+55 (19) 9 9816-6272
