The rising relevance of america to Components 1 was a significant catalyst in Santander changing into an official associate to the collection, Autosport has realized.
Santander has signed a multi-year cope with F1 which can start in the beginning 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 12 months, with UniCredit then confirmed as a sponsor for the Italian squad shifting ahead.
Having been concerned within the collection since 2006, sponsoring at totally different instances McLaren, Ferrari and the British Grand Prix, the brand new deal as official retail banking associate 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 a very good 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 instructed Autosport.
Stoffel Vandoorne, McLaren, Marc Gene, Ferrari, Jenson Button, McLaren and Natalie Pinkham, Sky TV, the Santander bikes
Picture by: Sutton Photographs
“Liberty has finished an amazing job, the function of Components One Administration has modified dramatically, the game is extra open and fashionable, extra international.
“After all, the primary incentive to alter from Ferrari to Components 1 is the concept of being extra related in america. The States has an important relevance proper now in F1.
“We will use the three grands prix, specifically Las Vegas and Texas, we will do rather a lot.
“That’s the reason we determined to be a world associate – on high of that we’re going to be a really energetic associate in the entire markets the place we’re current.”
It was additionally confirmed within the press launch saying the brand new partnership that “the financial institution’s logos will function on trackside signage at a lot of Grand Prix throughout the season going down in Santander’s predominant markets: within the US, Brazil, Mexico, Spain, and within the UK, amongst others. The financial institution may also 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 changing into an Official Accomplice 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 in the beginning
Picture by: Zak Mauger / Motorsport Photographs
“Santander has a proud historical past in our sport, and so they know the large platform we will present to amplify their story to prospects across the globe.”
Whereas creating 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.