Santander has announced a partnership with the Williams Racing Formula 1 team. The announcement follows the bank’s September announcement, confirming its status as the official F1 retail banking partner for 2025.
Williams Racing and Santander’s pairing aims to complement the bank’s previous sponsorship, through a multi-year agreement.
Juan Manuel Cendoya, global head of communications, corporate marketing and research of Santander and vice chair of Santander Spain said that the sponsorship was a strategic move for the bank that will unlock premium experiences for its customers.
“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,” said Cendoya.
“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.”
Williams Racing also offers Santander a global platform to increase its brand visibility, especially in the US where there are three F1 races, and the team will display the Openbank brand.
The collaboration includes the presence of the Santander or Openbank logos on the race car chassis top, drivers’ helmet chin, and team’s sleeve, as well as participation in exclusive events and digital campaigns.
Exclusive experiences and paddock and drivers’ events will be available to Santander customers.
“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,” said James Vowles, Team Principal at Williams Racing.