Santander and Williams Racing have announced a new multi-year partnership beginning in the 2025 Formula 1 season. As part of this agreement, Santander will become an official partner of Williams Racing, marking an exciting development in the bank’s longstanding association with Formula 1.
This collaboration will see Santander leveraging the global platform offered by the historic F1 team to expand its brand visibility and engage with fans, especially in the growing U.S. market, where three Grand Prix races are held annually. Santander will also become the official retail banking partner of Formula 1 starting in 2025, further enhancing its footprint in the sport.
Through this partnership, Santander will provide exclusive experiences to its customers, including paddock access and drivers’ events. The Williams Racing cars will feature Santander and Openbank branding prominently on the chassis top, drivers’ helmet chin, and team sleeve, showcasing the bank’s commitment to innovation and fan engagement. This initiative coincides with Santander’s launch of Openbank in the U.S., offering a strategic alignment between the team’s presence and the bank’s expansion goals.
Juan Manuel Cendoya, Santander’s global head of Communications, Corporate Marketing, and Research, emphasized the significance of the deal:
We are delighted to partner with Williams Racing with a tactical agreement that allows us to keep offering exclusive experiences to our customers and continue to support Carlos Sainz in his new stage. This is one of the most historic teams with the greatest legacy in F1, and complements our role as the official retail banking partner of the competition with a focus on our main markets.
Williams Racing’s Team Principal, James Vowles, echoed this sentiment:
Williams Racing is proud to add Santander to our growing roster of iconic and innovative partners for 2025 and beyond. Joining forces with a global banking giant trusted by tens of millions of people around the world is another significant step in our transformation, and we look forward to working with Santander to engage and excite fans in the years ahead.
Santander branding will debut on the car during this week’s end-of-season test in Abu Dhabi, providing a glimpse of the partnership’s potential.
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Santander and Formula 1: A Proven Legacy
Santander has been deeply involved in Formula 1 since 2006, sponsoring iconic teams like Scuderia Ferrari and McLaren. With a cumulative global audience of 1.35 billion in 2023 (according to Nielsen), Formula 1 continues to be one of the most-watched sports worldwide, with 60% of viewers based in Santander’s key markets. This partnership reinforces Santander’s presence in the Americas and Europe, aligning with its strategic priorities and positioning the bank as a leader in engaging young and dynamic audiences through the sport’s ever-growing appeal.
By uniting with Williams Racing and becoming the official retail banking partner of Formula 1, Santander is poised to make an indelible mark in the world of motorsport while continuing to offer unique value to its customers worldwide.
