Our Group's sport sponsorship strategy combines global and local sponsorships within our 10 markets in Europe and the Americas.
Global sponsorships boost our brand recognition around the world, while local sponsorships enable us to connect personally with customers in each country. This combination suits the bank's objectives perfectly.
Sponsorships are a powerful way for Santander to support business, strengthen our brand globally, tighten our personal bond with all audiences, and convey our purpose of helping people and companies prosper.
Since 2022, we've been back in the race alongside Scuderia Ferrari, with a new sponsorship that matches our objectives. Our commitment to building a more sustainable future in Formula 1 racing, one of the world's most popular sports, inspires our sponsorship.
We had a first crack at Formula 1 by sponsoring McLaren from 2007 to 2010. Then, we went on to sponsor Scuderia Ferrari from 2010 to 2017.
We’re taking our sponsorship strategy a step further as we venture into e-sports. We have a multi-year agreement to be the main sponsor of League of Legends EMEA Championship (LEC), Liga Latinoamérica (LLA) and Campeonato Brasileiro de League of Legends (CBLOL).
League of Legends is one of the world’s most successful pro e-sports tournaments and has a strong following. Our forward-thinking agreement will enable us to attract young people by promoting strategic values of innovation, digitalization and transformation.
We build up our global sponsorships with local endorsements in our core markets. Across Europe and the Americas, we get involved in popular sports, art, theatre, music, gastronomy and other streams of culture and entertainment, such as Santander Cycles in the UK, and culinary and fashion events in Brazil.
We have also had a long track record of sponsorship in football. From 2008 to 2022, we sponsored Latin America’s premier competition, the CONMEBOL Libertadores. From 2018 to 2021, our global sponsorship covered the UEFA Champions League, one of the world’s most prestigious club football competitions. And, from 2016 to the end of the 2022/2023 season, we sponsored Spain's top-flight football division, LaLiga.
Those sponsorships placed us among the world's major brands, with greater brand recognition worldwide as a banking leader.