Corporate sponsorship is a key driver to increase brand visibility and continue to consolidate Santander’s international positioning. Supporting sports is part of the Bank’s commitment to society, and identifies it with the values of teamwork, innovation, and leadership. Thanks to its corporate sponsorship, Santander is one of the companies most associated with sports in Europe and Latin America.
- Formula 1. Santander sponsors the Scuderia Ferrari and the McLaren Mercedes team drivers. In the 2014 season, the Scuderia Ferrari drivers are the Spaniard, Fernando Alonso, and the Finn, Kimi Raikkonen; the McLaren Mercedes drivers are the Briton, Jenson Button, and the Dane, Kevin Magnussen. In 2012 Santander announced that its alliance with the Scuderia Ferrari will be extended until 2017. Santander is also title sponsor of the “2014 FORMULA 1 SANTANDER BRITISH GRAND PRIX” and “FORMULA 1 GROSSER PREIS SANTANDER VON DEUTSCHLAND 2014, and also has relevant branding presence at the Spanish, Italian and Brazilian races”.
- Latin American football. Santander has consolidated its identity as “the Bank of football in Latin America”, thanks to its corporate sponsorship of the three main club competitions: the Copa Libertadores, the Copa Sudamericana, and the Recopa Santander Sudamericana, as well as the Copa América de Naciones, which is held every four years. Santander has established personal sponsorship agreements with Pelé, one of the best football players of all time, as well as with the current star of Latin American football, the Brazilian player Neymar da Silva Santos.