The rising relevance of the USA to System 1 was a significant catalyst in Santander turning into an official companion to the collection, Autosport has discovered.
Santander has signed a multi-year cope with F1 which is able to start initially 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 collection since 2006, sponsoring at totally different instances 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 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 world head of communications, company advertising and marketing and analysis instructed Autosport.
Stoffel Vandoorne, McLaren, Marc Gene, Ferrari, Jenson Button, McLaren and Natalie Pinkham, Sky TV, the Santander bikes
Picture by: Sutton Pictures
“Liberty has carried out an amazing job, the function of System One Administration has modified dramatically, the game is extra open and well-liked, extra world.
“After all, the primary incentive to vary from Ferrari to System 1 is the concept of being extra related in the USA. The States has a vital relevance proper now in F1.
“We are able to use the three grands prix, specifically Las Vegas and Texas, we will 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 saying the brand new partnership that “the financial institution’s logos will characteristic on trackside signage at various Grand Prix throughout the season going down in Santander’s important markets: within the US, Brazil, Mexico, Spain, and within the UK, amongst others. The financial institution can even present System 1 followers with unique content material and activations all through the partnership.”
Talking in regards to the deal, F1 president Stefano Domenicali stated: “I’m delighted that Santander, an unimaginable world model, is turning into an Official Companion of System 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 sector initially
Picture by: Zak Mauger / Motorsport Pictures
“Santander has a proud historical past in our sport, and so they know the massive platform we will 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.
