Santander has announced a new sponsorship with the Formula 1 team Williams Racing.
The bank will become an official partner of the team starting from the 2025 season. This multi-year agreement will complement the overall F1 sponsorship, as Santander will also become the official retail banking partner of F1 in 2025.
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This sponsorship will allow Santander to connect with customers offering exclusive experiences, with access to the paddock and drivers’ events. Williams Racing also offers Banco Santander a global platform to increase its brand visibility. This will be especially relevant in the US, where there are three F1 races, and the team will showcase the Openbank brand. Santander recently launched Openbank in the US market.
The collaboration includes the presence of the Santander or Openbank logos on the race car chassis top, drivers’ helmet chin and team’s sleeve
Juan Manuel Cendoya, global head of Communications, Corporate Marketing and Research of Santander and vice chair of Santander Spain, said: “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.”
James Vowles, Team Principal, Williams Racing, added: “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.”
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