Azhan Shafriman Hanif's Strategic Vision

*Azhan Shafriman Hanif’s Strategic Vision In the high-octane world of global motorsport, few venues command as much legacy—and potential—as Sepang International Circuit. Once home to the Formula One PETRONAS Malaysian Grand Prix, the circuit today stands at a crossroads between heritage and reinvention. At the helm of this transformation is CEO Azhan Shafriman Hanif, a visionary leader who blends technical expertise with bold strategic thinking to steer Sepang into a new era.

Hanif’s journey into leadership wasn’t accidental. A mechanical engineer by training, he cut his teeth in the competitive landscape of motorsports through early involvement with PETRONAS Motorsports. His role in managing contracts and sponsorships for the Mercedes-AMG Formula One team laid the foundation for a deep understanding of both performance and business dynamics.

When offered the top job at Sepang in 2020, amidst the chaos of a global pandemic, Hanif accepted with equal parts ambition and apprehension. “It was a daunting experience,” he admits. “No events meant no revenue, but we needed a spark. That’s when we began rethinking our purpose beyond racing.”

Rethinking the Track: From Racing to Revenue

Sepang’s evolution under Hanif’s guidance reflects a broader shift in how modern venues must operate—not just as hosts of thrilling races, but as multifaceted commercial ecosystems. Under his leadership, Sepang has embarked on a strategic roadmap centered around three core pillars: diversification, sustainability, and digitalization.

“Motorsport will always be part of our DNA,” Hanif says. “But if we want to remain relevant and resilient, we must expand what we offer. We’re not just a racetrack—we’re a destination.”

This vision extends well beyond MotoGP, which remains the crown jewel of Sepang’s calendar. Hanif sees untapped potential in lifestyle experiences, entertainment ventures, and business tourism. “We are actively exploring opportunities in MICE—meetings, incentives, conferences, and exhibitions. If done right, these can generate consistent, non-seasonal revenue.”

Nurturing Talent in the Fast Lane

While financial sustainability is paramount, Hanif remains deeply committed to fostering local talent. Malaysia’s motorsport history is rich with promise, and Sepang plays a crucial role in cultivating the next generation of racers.

“We’ve built a structured pathway for talent development, especially in motorcycle racing,” he notes. “We’ve identified and supported several riders who have made it to MotoGP. It’s not just about giving them a platform; it’s about providing a system that nurtures long-term growth.”

This commitment to youth and development aligns with his belief that a thriving motorsport ecosystem benefits everyone—from fans and athletes to sponsors and stakeholders.

Leading Through Adversity

Hanif’s tenure began during one of the most challenging periods in modern business history. With travel restrictions and event cancellations threatening the very foundation of Sepang’s operations, many might have opted for a wait-and-see approach. Not Hanif.

“We had to pivot fast,” he recalls. “We started experimenting with virtual events, educational programs, and even opened parts of the facility for film shoots and private functions. These weren’t things we’d ever considered before, but they became lifelines.”

That adaptability has since become a hallmark of Sepang’s operational philosophy. Today, the circuit is not only staging international events once again but also leveraging technology to enhance fan engagement and streamline logistics.

Building for Tomorrow

Looking ahead, Hanif envisions Sepang as more than just a venue—it’s a brand. A symbol of innovation, performance, and national pride. “We’re investing in sustainability initiatives, from energy-efficient infrastructure to eco-friendly event management,” he explains. “Digitalization is also key. We’re using data analytics to improve customer experience and optimize resource allocation.”

But perhaps most importantly, Hanif is focused on creating a culture of continuous evolution within the organization. “As leaders, we can’t afford to be complacent. Every day brings a new challenge, and we must be ready to respond.”

Final Lap

Azhan Shafriman Hanif’s leadership at Sepang International Circuit exemplifies what it means to lead with vision in an ever-changing world. By balancing respect for tradition with a relentless drive for innovation, he is transforming a legendary racetrack into a dynamic, future-ready enterprise.

For Hanif, success isn’t just about hosting races—it’s about building legacies. And with Sepang accelerating toward a bold new future, the best laps are yet to come.

--- This interview originally appeared in our publication.*