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HPS Jardine appointed to manage content development and global PR services for PETRONAS Formula 1® and motorsport sponsorships

15 Apr 2015, Posted by Glen Gibson in Automotive, F1, Motor Sport

PR, events and sponsorship agency HPS Jardine has been appointed by leading oil and gas multinational to provide Content Development and global PR services for the corporation’s motorsport sponsorships, most notably its title partnership of the MERCEDES AMG PETRONAS Formula One Team.

The UK-based agency, which has worked with some of the biggest brands in Formula 1® and motorsport, will work closely with PETRONAS’s in-house communications department, based in Kuala Lumpur, Malaysia, as well as its Business Units and international markets.

Liz Kamaruddin, Senior General Manager, Group Strategic Communications, PETRONAS, said: “PETRONAS has been involved in various forms of motorsport since 1988, and in Formula 1 since 1995. This year we celebrate our 20th season in F1 and it couldn’t come at a better time. We are incredibly proud of our Winning Formula and PETRONAS’s technical contribution to the MERCEDES AMG PETRONAS Formula One Team – the Constructors’ and Drivers’ World Champions in 2014. It has been an enriching journey and we are delighted to have an agency with the experience and specialist expertise of HPS Jardine to capitalise on this success and help us tell our story – internally, directly to consumers and through the media.

“Our F1 partnerships have played a significant role in enhancing PETRONAS’s position as a global brand, while showcasing Malaysian technology to a worldwide audience. Formula 1 is the pinnacle of motorsport and the ultimate laboratory for fuel and lubricants and serves as an effective platform for enhancing our technological and human capabilities through R&D.”

Tony Jardine, Chairman of HPS Jardine, said, “Naturally, we are thrilled to be working with PETRONAS; one of the most prestigious and successful brands in world motorsport. Ranked among FORTUNE Global 500 largest corporations in the world, they are the best in their business. HPS Jardine was appointed because of our track record, creativity and understanding of PETRONAS’s business – our job now is to help tell their story and maximise the wealth of content that their motorsport sponsorships offer.”

HPS Jardine has over 28 years’ experience of delivering global campaigns for clients in Formula 1 and motorsport. PETRONAS becomes one of the agency’s largest clients alongside other brands working in the sport and automotive arenas, including BMW, Bridgestone, The European Tour, Nissan, Mahindra and PlayStation®.