Santander and Williams Racing have introduced a brand new multi-year partnership starting within the 2025 Formulation 1 season. As a part of this settlement, Santander will develop into an official accomplice of Williams Racing, marking an thrilling growth within the financial institution’s longstanding affiliation with Formulation 1.
This collaboration will see Santander leveraging the worldwide platform supplied by the historic F1 group to develop its model visibility and interact with followers, particularly within the rising U.S. market, the place three Grand Prix races are held yearly. Santander may also develop into the official retail banking accomplice of Formulation 1 beginning in 2025, additional enhancing its footprint within the sport.
Via this partnership, Santander will present unique experiences to its clients, together with paddock entry and drivers’ occasions. The Williams Racing automobiles will characteristic Santander and Openbank branding prominently on the chassis prime, drivers’ helmet chin, and group sleeve, showcasing the financial institution’s dedication to innovation and fan engagement. This initiative coincides with Santander’s launch of Openbank within the U.S., providing a strategic alignment between the group’s presence and the financial institution’s enlargement objectives.
Juan Manuel Cendoya, Santander’s world head of Communications, Company Advertising and marketing, and Analysis, emphasised the importance of the deal:
We’re delighted to accomplice with Williams Racing with a tactical settlement that permits us to maintain providing unique experiences to our clients and proceed to assist Carlos Sainz in his new stage. This is likely one of the most historic groups with the best legacy in F1, and enhances our function because the official retail banking accomplice of the competitors with a give attention to our essential markets.
Williams Racing’s Crew Principal, James Vowles, echoed this sentiment:
Williams Racing is proud so as to add Santander to our rising roster of iconic and modern companions for 2025 and past. Becoming a member of forces with a world banking large trusted by tens of tens of millions of individuals around the globe is one other important step in our transformation, and we look ahead to working with Santander to have interaction and excite followers within the years forward.
Santander branding will debut on the automobile throughout this week’s end-of-season take a look at in Abu Dhabi, offering a glimpse of the partnership’s potential.
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Santander and Formulation 1: A Confirmed Legacy
Santander has been deeply concerned in Formulation 1 since 2006, sponsoring iconic groups like Scuderia Ferrari and McLaren. With a cumulative world viewers of 1.35 billion in 2023 (in accordance with Nielsen), Formulation 1 continues to be one of many most-watched sports activities worldwide, with 60% of viewers primarily based in Santander’s key markets. This partnership reinforces Santander’s presence within the Americas and Europe, aligning with its strategic priorities and positioning the financial institution as a pacesetter in partaking younger and dynamic audiences by way of the game’s ever-growing enchantment.
By uniting with Williams Racing and changing into the official retail banking accomplice of Formulation 1, Santander is poised to make an indelible mark on the planet of motorsport whereas persevering with to supply distinctive worth to its clients worldwide.
