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Santander

Santander is the title sponsor of the Spanish, British and German F1 Grand Prix. It also sponsors Scuderia Ferrari, and the Vodafone McLaren Mercedes drivers Lewis Hamilton and Jenson Button.

Santander arrived in Formula 1 by forming a long-term partnership with the Vodafone McLaren Mercedes team, starting in the 2007 season. That year it also took title sponsorship of the British Grand Prix at Silverstone, followed by title sponsorship of the German and Italian Grands Prix.

In 2010, Santander became an official sponsor of Scuderia Ferrari Marlboro, the team with more wins and titles than any other in the history of the sport. The only team to have stayed in F1 ever since its first race in 1950, the scarlet cars set the pulses of fans racing all round the world. It extended the partnership until 2017 in April 2012.

“The partnership with Scuderia Ferrari Marlboro is much more than a sponsorship,” said Santander President Emilio Botín. “It’s an alliance between winners.”

Photo: © Auto Race Sponsor, Spanish GP 2012

 

 

 

 

 

 

 

 

March 28th, 2012 – Here’s a Santander TV ad campaign from 2010, featuring Vodafone McLaren MercedesLewis Hamilton (still in 2012 personally sponsored by Santander) to promote the bank’s change of name in the UK from Abbey to Santander:

March 16, 2012 – Just as Auto Race Sponsor revealed two days ago, banking giant Santander is sponsoring Sky Sports F1′s coverage, in a deal estimated by media buyers (those bods who buy TV advertising space) to be worth £3 million.

Auto Race Sponsor saw  in Sky Sports F1 trailers a Santander logo with ‘Programme Sponsor’, but now F1 has kicked off, with Friday Practice 1 & 2 behind us, we see that Santander is using its sponsorship specifically to advertise its new 123 Cashback current account, with a tag “Driven to do Better.”  Sky Sports F1 website also has Santander ‘banner’ ads.

Santander first entered F1 in 2007, backing Vodafone McLaren Mercedes. It remains sponsors of Lewis Hamilton and Jenson Button specifically but shifted to being Scuderia Ferrari Marlboro’s sponsors in 2010. It is also title sponsor of the Spanish, British, German and Italian Grand Prix.

Photo: © Auto Race Sponsor, British GP 2010

By the way, Auto Race Sponsor is horrified to have slept through the alarm at 1am (UK time) and missed FP1.

Santander Sponsors Sky Sports F1 coverage

Auto Race Sponsor hasn’t seen an official announcement as yet, but saw, on the Sky Sports F1 trailer last night (March 14th) a logo revealing that the Spanish banking giant Santander is the ‘Programme Sponsor’.

No logos as yet on the SkySportsF1 website this morning. Was the logo reveal last night an error, instead of launching the Title Sponsor with a big promotional bang? Hmmm..

No surprise though that it is Santander, given its current level of sponsorship in F1 – Ferrari, Jenson Button and Lewis Hamilton, the Spanish, British, German and Italian Grand Prix. It entered F1 sponsorship in 2007, then backing Vodafone McLaren Mercedes.

The UK sponsorship deal is understood to be worth £3 million for broadcast (TV); £500,000 for online and mobile; plus a further £300,000 for ‘integrated solutions’ such as VOD and app content.

During the 20 race weeks, the SkySportsF1 channel will be on-air for 63 hours, and and for 32 hours on non-race weeks with  in-depth race analysis, insight/preview and documentary programming.

Assuming it negotiated the deal down, what does Santander get for its £2 -3 million quid?

Exposure to an upmarket important audience in a broadcast environment that won’t contain commercial breaks, that’s what!  A commercial blinder, #ForSure!  A good million UK view per show – but in context, the fight is when the BBC  show’s its designated 10 races, there will be a big fight for audience – and Santander and Sky will hope that the BBC does not deliver the levels of nearly 5 million views that Mark Webber‘s victory in the last race of the 2011 season in Brazil achieved.

Will other banks try to get in the advertising break before the programmel? Will Lloyds Bank or Halifax ads be all over the channel on race days?

 

So, final question, will UK viewers not already banking with Santander show their F1 allegiance and switch their banks?

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Santander extends Ferrari sponsorship deal to end of 2017

Great to see that Spanish bank Santander is firmly committed to F1. Not only is it behind the British, German and Italian grand prix (Autoracesponsor has a rather fetching red Santander baseball cap handed out last year at the Nurburgring), but it has inked a six – count’em – six year sponsorship deal with Ferrari.

“We are pleased to have extended our relationship with the Santander Bank,” commented Scuderia Team Principal, Stefano Domenicali. “In these first two years together, we have been able to see on a daily basis how much our two companies share the same values: a desire for excellence, love of competition, team work, the will to excel and to serve one’s customers needs. Having extended the contract from now, is a sign of the great confidence Santander has in us and that is something of which we can be particularly proud.”

 

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