Formula 1 and Santander, one of the largest banks in the world, are delighted to announce a new partnership. Santander will become its Official Retail Banking Partner in a multi-year deal starting in 2025. With its global reach, the partnership will reflect the shared commitment to innovation between the two companies and a focus on delivering unrivalled experiences for their respective fans and customers on a global scale.
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With a rich history in Formula 1 dating back to 2006, Santander is set to further its involvement. The bank will be prominently featured on trackside signage at numerous Grands Prix, offering Formula 1 fans exclusive content and activations throughout the partnership.
The bank’s logos will feature on trackside signage at several Grand Prix across the season, taking place in Santander’s main markets: in the US, Brazil, México, Spain, and the UK, among others. The bank will also provide Formula 1 fans with exclusive content and activations throughout the partnership.
Formula 1 is one of the most watched sports globally, with a cumulative worldwide audience of 1.35 billion in 2023 (Nielsen). Sixty per cent of this audience is in Santander’s main markets, with a growing reach in the US and among young people globally. F1 hosts 24 Grand Prix events in 20 different countries, several of which occur in the bank’s most significant markets in Europe and the Americas.
Ana Patricia Botin (President of Banco Santander) and Stefano Domenicali (CEO of F1) at the presentation of Santander’s global sponsorship of F1. Santander, Wednesday 4 September 2024.
Stefano Domenicali, President and CEO of Formula 1, said:
“I am delighted that Santander, an incredible global brand, will become an Official Partner of Formula 1. Santander has a proud history in our sport, and they know the huge platform we can provide to amplify their story to customers around the globe. I want to thank Ana Botín, Group Executive Chair of Santander, and Juan Manuel Cendoya, Global Head of Communications, Corporate Marketing and Research, and Vice Chair of Santander Spain, for their passion and commitment to this exciting partnership. Our shared focus on innovation and providing best-in-class service to our customers and fans is key to our partnership, and I look forward to an inspiring future on and off the track.”
Ana Botín, Executive Chair of Santander, said:
“We are delighted to announce our new partnership with Formula 1. Over nearly two decades since Banesto first began working with F1, the power and global reach of the sport have helped Santander engage with customers, deepen relationships, and strengthen our brand. This collaboration will help create value across the group and mark an important new chapter in our relationship as we continue transforming and growing our business.”
