Following Robert Kubica’s termination of his contract with ROKiT Williams Racing, PKN ORLEN – as declared earlier – will also terminate its sponsorship of the team after this season’s end. However, PKN ORLEN will continue to partner with Robert Kubica and will also maintain its presence in Formula 1, building the brand’s global recognition.
“PKN ORLEN’s presence in Formula 1 has produced tangible benefits for our image and business. When we first began cooperation with Robert, we declared that we would stand by him regardless of circumstances, which is why he will remain a member of the ORLEN Team. At present, together with Robert we are considering various scenarios for the next season to choose the one most favourable to both parties. Our intention is to remain in Formula 1, reinforcing international recognition of the ORLEN brand, especially in those markets where we operate our retail network,” said Daniel Obajtek, CEO and President of the PKN ORLEN Management Board.
The existing contracts between Robert Kubica and PKN ORLEN on the one side, and ROKiT Williams Racing on the other, are valid until the current season’s end, their scope unchanged. All the same PKN ORLEN is now in advanced talks with some other teams, looking to remain involved in Formula 1.
Robert Kubica’s involvement in a wide-ranging communication campaign run by PKN ORLEN strongly supports the brand in terms of business and image. In a survey compiled by the ARC Rynek i Opinia institute, every sixth motorist said the Company’s sponsorship of the racing driver encouraged them to more frequently visit ORLEN stations, with 11% of the competitors’ customers having said the same. The Company’s retail network, with a lottery promotion featuring Robert Kubica held to drive trade volumes, recorded a 3% increase in sales on the Polish market in the first half of the year, contributing to a record-high operating profit delivered by the segment, up PLN 400m year on year.
The success of PKN ORLEN’s partnership with Robert Kubica is further demonstrated by the media impact of the project – as the communication and social media campaign of PKN ORLEN and ROKiT Williams Racing generated over 152 million interactions with the ORLEN brand (November 2018 to August 2019) with an advertising value in excess of PLN 60m (according to IMM and Pentagon’s studies commissioned by ORLEN).
Motor sport sponsorship is an important part of the Company’s efforts to extend the brand’s global reach. PKN ORLEN’s assets are located in five countries in Europe and North America. Its products are marketed in more than 100 countries around the world, with 60% of its turnover generated on international markets.