F1 sponsorship activation for PETRONAS

Crunch supports PETRONAS with its title sponsorship of Mercedes-AMG PETRONAS Motorsport. This sees us lead the overall sponsorship strategy and its delivery, including management of driver activity, content production, hospitality, social media, uniform and merchandise.

Client brief
Crunch was brought on board to provide strategic guidance to PETRONAS to formulate, generate and deploy its Formula One sponsorship strategy, support the brand’s motorsport digital output and presence (social and content), and propose and manage measurement of the sponsorship.

Solution
Since the start of the relationship Crunch has become a key part of the sponsorship management hub, trouble-shooting problems and delivering activations across the board.

Within the first month of the programme we hosted the PETRONAS President & Group CEO on his visit to the Austrian GP and coordinated and managed a Malaysian media trip to Silverstone.

At the British Grand Prix we announced PETRONAS’ contract renewal with the Formula One team and 2018 quickly developed into a record breaking year in which PETRONAS delivered more value, efficiency and exposure results than ever before.

Since then we have gone on to deliver over 50 programmes for the Malaysian giant, including content creation, media relations, VIP hospitality management and creative design.

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