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Santander has a sponsorship strategy that combines global sponsorships for the Group as a whole and local sponsorships in its ten core markets.
Global sponsorships raise awareness and provide strong international brand visibility, together with strength and robustness worldwide, while local sponsorships enable us to connect with customers in a physical and emotional way in each country. The combination of both types of sponsorship is the perfect fit for the bank's objectives.
Sponsorships are a powerful tool that enable us to support the business, consolidate the brand at local and international level, increase emotional ties with all our audiences and to communicate the bank's purpose to help people and businesses prosper.
Our journey in the world of Formula 1 extended from 2007 to 2017, first with the McLaren team, and then with the sponsorship of Scuderia Ferrari. At the same time, since 2008 we have also been sponsoring CONMEBOL Libertadores, the largest football club competition in Latin America. These sponsorships put us at the forefront of the world's biggest brands; they allowed us to increase our brand recognition worldwide and we strengthened our position as a leading global bank.
From 2018 to 2021, we backed the UEFA Champions League as our global sponsorship, the most prestigious football club competition in the world. We thus consolidated our relationship with football after sponsoring the main football competition in Latin America, the CONMEBOL Libertadores, for ten years and LaLiga Santander in Spain since 2016.
From this season onwards, we will be joining forces once again with Scuderia Ferrari. A new phase that is line with the bank’s current objectives. Our involvement in Formula 1, sponsoring Scuderia Ferrari, is a true reflection of our commitment to building a more sustainable future. We believe in this sport which has one of the largest fan bases in the world.
In addition, in the most important markets for the bank, we complement the global sponsorships with more local sponsorships, mainly focusing on sport, culture and entertainment (art, theatre, music, food, etc.) such as LaLiga in Spain, Santander Cycles in the United Kingdom and sponsoring food and fashion events in Brazil.
A new role, for a new generation
We are taking a step forward in our sponsorship strategy by signing a multi-year agreement to become the main sponsor of the League of Legends European Championship (LEC), the Latin America League (LLA) and League of Legends Brazilian Championship (CBLOL). League of Legends is one of the most successful e-sports in the world, with one of the most professional competitions and a consolidated community of fans. This innovative agreement allows us to partner with an essentially young community which we want to boost, promoting values and the attributes of innovation, digitalisation and transformation, which are strategic for Santander.
