Alfa Romeo extend Orlen partnership

The Formula One team have announced a one-year extension.

Swiss Formula One team Alfa Romeo have announced that they have extended their title sponsorship with Polish oil refiner PKN Orlen for another season, with the latter remaining as title sponsor for the entirety of the 2022 season.

Orlen has been a partner of the Swiss team since the 2020 season and the extension of the partnership will see the team continue to race under the ‘Alfa Romeo Orlen’ name.

Additionally, the Orlen branding will continue to appear on the Alfa Romeo cars, team wear and also in the team garage.

With Polish driver Robert Kubica currently serving as the team’s Reserve Driver, his presence has helped with the extension given Kubica’s popularity in Poland.

Speaking about the partnership extension, Alfa Romeo Team Principal Frederic Vasseur, stated:

“We are delighted to extend our successful partnership with Orlen into its third year.

“Orlen are an instantly recognisable brand in a vast and growing market and they have proven a loyal supporter of the team; their presence underlines and reinforces our resolve to be one of the most attractive teams in the sport for global brands.

“Most importantly, we share a commitment to constant improvement, whether on track or in their business, and we are determined to keep growing together. Their activation campaign has been of the first order, reaching fans all over Europe and expanding access to the team and the world of Formula One and we can’t wait to unveil the next stages in this programme.”

Daniel Obajtek, President of the Management Board of PKN ORLEN, commented:

“We operate globally and so we must be active in all areas, including planning marketing and sponsoring initiatives. The competition on the F1 track is broadcast by 99 televisions, and the total audience, according to research carried out by the Nielsen studio, reaches as many as 400 million viewers. The media equivalent for the ORLEN brand from TV broadcast only until November 2021 amounted to over PLN 550 million.

“Therefore, involvement in cooperation with Robert Kubica and the Alfa Romeo Racing ORLEN team is a strategic investment for us. As a company with an international reach, we have successfully built a common platform for conducting marketing activities in many markets in which we conduct our business. This paid off; the ORLEN Group recorded a net profit of PLN 2.9 billion in the third quarter of 2021 and increased its market share in Slovakia and the Czech Republic.”