Orlen’s biggest investments in social sponsorship. This is a measurable business benefit – PetroNews

PKN ORLEN reported on the company’s involvement in sponsorship activities. Over the past four years, investments in sport, culture and social activities have increased by 120%, support has been provided to 80 talented athletes and participation in projects and initiatives has enabled the active development of a total of 55,000 children and adolescents. .

This is the second time that the projects supported by the company and their impact on the activity carried out have been presented in detail in the annual report on sponsorship activities. This time, the document also includes companies active in the field of sponsorship, which are part of the ORLEN group: ANWIL, Energa, ORLEN Oil and ORLEN Paliwa.

In the survey conducted by ARC Rynek i Opinia, more than half (56%) of respondents indicated that the company was the company most involved in sponsorship activities in Poland. This result is higher than the previous year – PKN ORLEN again outperformed the other analyzed brands, including the second in the ranking by 37 percentage points.

Daniel Obajtek, Chairman of the Board of PKN ORLEN, points out that a strong multi-energy company is being built, which will have a strong position in Central Europe and will constantly maximize profits for the benefit of the Polish economy. One of the effective tools to support business goals is sponsorship.

– As a result, in 2021 alone, the ORLEN Group in Poland and abroad generated a total media equivalent of over PLN 1 billion. This goes to show that sponsorship should be treated not only as a highly effective tool to build brand recognition, but also as a long-term investment. We are a global company, 50 percent of overseas business brings revenue and that is how we perceive and build our brand image. So, among other things, our presence in Formula 1 and our cooperation with the Alfa Romeo F1 ORLEN team, thanks to which we reach millions of fans and potential customers around the world – explains Daniel Obajtek.

What has changed in the last 4 years?

  • Concern has increased by 120% over the past four years. investments in sport
  • The number of athletes supported has also increased, from 10 in 2018 to 80 in 2021.
  • The sponsorship also covers approximately 70 sports clubs, 6 unions and 2 committees.

This brings tangible results – according to a study by ARC Rynek i Opinia, up to 7 out of 10 Poles said that thanks to the company’s involvement in sports sponsorship, they rate the ORLEN brand higher. Customers who associate business with sports are much more likely to visit ORLEN stations and use their services.

  • The flagship project of PKN ORLEN is the cooperation with the Formula 1 team – Alfa Romeo F1 Team ORLEN and the support of Robert Kubica, which last year generated a media equivalent of around 650 million PLN.
  • The company also sponsors double speedway world champion – Bartosz Zmarzlik, competitors participating in the Dakar Rally, Bartłomiej Marszałek competing in Formula 1 water, and racing drivers – Mikołaj Marczyk and Kacper Wróblewski.
  • The ORLEN brand is also promoted by national volleyball and athletics teams, as well as teams such as football and handball, which are popular with Polish fans.

As Concern explains, PKN ORLEN’s cooperation with Alfa Romeo F1 Team ORLEN is a platform for marketing activities in Poland and foreign markets. Last year, the team’s drivers were the faces of numerous campaigns promoting Stop Café products, VERVA fuels and the BIZNESTANK program. They also participated in the “Another country, the same station” campaign, supporting the co-branding of petrol stations in foreign markets and building ORLEN brand awareness in Germany, the Czech Republic, Slovakia and Lithuania. .

The summer campaign to promote Olympic kits at ORLEN resorts was based on cooperation with the Polish Olympic and Paralympic Committee as well as with the main Polish athletes and Paralympians. For his part, the double speedway world champion, Bartosz Zmarzlik, has been promoting the VERVA range of energy drinks and STOP Cafe gourmet products since last year.

However, PKN ORLEN does not only support professional sports. Last year, concern covered 55,000 people with sports programs. children and adolescents throughout Poland. It is also involved in cooperation with cultural institutions and sponsors important social initiatives.

  • The most important cultural event sponsored by PKN ORLEN in 2021 was the Frédéric Chopin International Piano Competition.
  • The company has also cooperated with the Grand Théâtre – Opéra National, the Royal Castle, the National Museum and many local institutions in the places where the companies of the ORLEN Group operate.

The full report is available at: https://orlenteam.pl.

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