DIGITAL TRANSFORMATION
“ Our strategy on partnerships is clear ,” Hagen explains . “ We ’ d never do a pure sponsorship-driven engagement , just putting a sticker on the car . While branding and awareness are part of it , we ’ re here to deliver and generate business value .”
For Mercedes-AMG PETRONAS F1 , the partnership provides access to crucial expertise . As Michael puts it : “ Running a technology operation of this size with
8
consecutive Constructors ' World Championships ( 2014-2021 )
74 November 2024