Interroll Changes Sponsoring Strategy and Pursues New Paths

The Swiss conveyor technology specialist Interroll is changing its sponsorship strategy. The previous collaboration with the Formula 1 team Alfa Romeo Racing Orlen Team will be terminated. In the future, Interroll aims to focus more on partnerships with universities and colleges. Additionally, digital communication activities will be expanded.

(Sant’Antonio/Switzerland) The Swiss intralogistics company Interroll announces that the successful collaboration as a promotional partner with the Alfa Romeo Racing ORLEN Team has come to an end on schedule. The conveyor technology specialist will increasingly dedicate itself to university collaborations and digital knowledge exchange in the future.

The successful partnership, originally referred to as the Sauber F1 Team, was established in 2012 to present Interroll’s customer promise of quality and speed and the ambition to create a “Climate of Excellence” in a broad and fascinating way.

Thanks to the Alfa Romeo Racing Orlen Team

“We wish the Alfa Romeo Racing ORLEN Team all the best for the future and thank them for the consistently professional partnership and many unique moments that created enthusiastic customers, motivated employees, and lively media interest,” said Jens Karolyi, Senior Vice President Corporate Marketing & People Development at Interroll. “This trusting cooperation between two Swiss thought leaders has significantly contributed to supporting our globalization strategy over the past years. In the future, Interroll will focus more on partnerships with universities and colleges under the guiding theme ‘Knowledge & Inspiration’ in its sponsorship activities, as well as on our international customer program Rolling on Interroll – we will also significantly expand our digital communication activities.”

Many Wonderful Events with Alfa Romeo

During the more than eight years of collaboration, events, workshops, and a variety of other activities were initiated that intensified customer relationships and motivated employees. The partnership also played an important role in emotionalizing the Interroll brand: for example, show cars from the Sauber F1 Team were used at trade fair appearances, such as at LogiMAT. Joint press activities, such as international product launches or the awarding of the Best of Business Award at the Sauber Group headquarters in Hinwil, or a visit from Formula 1 driver Heinz-Harald Frentzen at a house fair in Wermelskirchen, provided special experiences.

In addition, management workshops on innovation topics and exclusive interviews with Beat Zehnder (Sporting Director), Alex Sauber (Marketing), team principal Axel Kruse, and Yan Lefort (Commercial Director) offered new perspectives on topics that connect Formula 1 and logistics.

Photo: © Interroll

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