The rising relevance of the USA to Components 1 was a significant catalyst in Santander turning into an official companion to the sequence, Autosport has realized.
Santander has signed a multi-year cope with F1 which is able to start at first of 2025 after the financial institution’s sponsorship settlement with Ferrari expires.
It was announced last week that Ferrari and Santander would go their separate ways on the finish of the yr, with UniCredit then confirmed as a sponsor for the Italian squad shifting ahead.
Having been concerned within the sequence since 2006, sponsoring at completely different occasions McLaren, Ferrari and the British Grand Prix, the brand new deal as official retail banking companion is a tightening of Santander’s ties to F1.
With the corporate launching Openbank within the US later in 2024, having a much bigger presence among the many rising American fanbase in addition to on the races in Miami, Austin and Las Vegas, is seen as transfer for the corporate.
“In each nation the place there’s a grand prix, F1 is the place to be, it’s a nationwide occasion,” Juan Manuel Cendoya, Santander’s international head of communications, company advertising and analysis advised Autosport.
Stoffel Vandoorne, McLaren, Marc Gene, Ferrari, Jenson Button, McLaren and Natalie Pinkham, Sky TV, the Santander bikes
Picture by: Sutton Photographs
“Liberty has completed an incredible job, the function of Components One Administration has modified dramatically, the game is extra open and widespread, extra international.
“In fact, the principle incentive to alter from Ferrari to Components 1 is the thought of being extra related in the USA. The States has a vital relevance proper now in F1.
“We will use the three grands prix, particularly Las Vegas and Texas, we are able to do quite a bit.
“That’s the reason we determined to be a world companion – on prime of that we’re going to be a really energetic companion in all the markets the place we’re current.”
It was additionally confirmed within the press launch asserting the brand new partnership that “the financial institution’s logos will function on trackside signage at quite a few Grand Prix throughout the season happening in Santander’s primary markets: within the US, Brazil, Mexico, Spain, and within the UK, amongst others. The financial institution may even present Components 1 followers with unique content material and activations all through the partnership.”
Talking in regards to the deal, F1 president Stefano Domenicali mentioned: “I’m delighted that Santander, an unbelievable international model, is turning into an Official Associate of Components 1.
Lando Norris, McLaren MCL38, Oscar Piastri, McLaren MCL38, George Russell, Mercedes F1 W15, Charles Leclerc, Ferrari SF-24, Carlos Sainz, Ferrari SF-24, Lewis Hamilton, Mercedes F1 W15, the remainder of the sphere at first
Picture by: Zak Mauger / Motorsport Photographs
“Santander has a proud historical past in our sport, and so they know the large platform we are able to present to amplify their story to clients across the globe.”
Whereas growing into a world financial institution, Santander’s roots are in northern Spain and it’s understood that the corporate would sponsor races in Madrid and Barcelona, ought to each be included on the 2026 F1 calendar.