Santander extends its partnership with McLaren

During the Ferrari Wroom gathering, we noticed that Santander had increased its presence in Maranello by also appearing on the drivers’ caps. At its other team, McLaren, the Spanish bank will now also appear on the helmets of Lewis Hamilton and Jenson Button.

While one might have thought that Emilio Botin’s bank would focus its Formula 1 investments solely on the Ferrari team due to the presence of Fernando Alonso.

But the British market is proprietary for the Spanish bank, and it plans to maximize its presence in the kingdom through the two British drivers of the team, Lewis Hamilton and Jenson Button, as explained by Ana Botin, Emilio’s daughter, who heads Santander UK: “The relationship we have built with the Vodafone McLaren Mercedes team and its drivers has been an integral part of creating and building the Santander brand in the UK. Without it, we would not have been able to rebrand Santander last year.”

Thus, the two drivers appeared in numerous advertisements to celebrate the name change of the Abbey agencies. To extend this communication effort, the company has chosen to maintain a dual presence in Formula 1, further enhancing global brand awareness: “Since this partnership with the team began in 2007, brand recognition has more than quadrupled. Studies show that 93% of the population recognize the brand, compared to only 20% in 2007.”

With the participation of RacingBusiness