McLaren MP4-24 at Monza

McLaren re-signs Santander as Sponsor for 2010

by F1Fan on September 16, 2009

Shortly after announcing a major Sponsorship deal with Ferrari, Santander renews its sponsorship with McLAren Mercedes.

Santander’s expansion of its sponsorship program within the Formula One arena is part of their ongoing development of the Santander brand both from a United Kingdom and Global perspective.

McLaren no doubt were pleased to resign Santander in light of the recent Ferrari announcement, in this economy it is not easy to replace a major sponsor, especially one with such deep pockets as Santander.

Monday 14th September, Woking, UK: The Vodafone McLaren Mercedes Formula 1 team is delighted to announce an extension to its Corporate Partnership with Santander, with the high-profile Santander branding present on all four Vodafone McLaren Mercedes drivers.

Since the start of our winning relationship in 2007, Santander has seen its brand awareness rise in the UK from 20% to 82%, supported by Vodafone McLaren Mercedes and its drivers, including reigning World Champion Lewis Hamilton. This increase has coincided with the Santander Group’s move to bring together Abbey, Alliance & Leicester and Bradford & Bingley to operate under the single Santander brand.

Martin Whitmarsh, Team Principal of Vodafone McLaren Mercedes, said: “We are extremely pleased to have extended our hugely successful global Partnership with Santander. As one of the world’s leading banks with a significant presence in Europe, Brazil, Mexico, Chile and the United States and other countries, Santander is a great ‘fit’ with Vodafone McLaren Mercedes and our triumphs on the global stage of Formula 1.

“The year 2009 marks Santander’s third season of association with our sport, and during this time they have successfully title-sponsored three of the most prestigious and historic races: the British, German and Italian Grands Prix. We are very proud of our relationship with Santander and to be part of their ever-expanding Formula 1 involvement. We welcome, and wish them well with, their other activities – including, but not limited to, the afore-mentioned race sponsorships.”

António Horta-Osório, Abbey’s Chief Executive, added: “Since its inauguration in 2007, our corporate partnership with Vodafone McLaren Mercedes has been extremely successful, especially in the UK, which is why we are delighted that we will continue to develop our alliance with the UK’s number-one Formula 1 team for the benefit of our 20 million UK clients.”

“The year 2010 will create a newly-refreshed scenario for Santander in terms of Formula 1 sponsorship. Our continuing partnership with Vodafone McLaren Mercedes – and especially with Lewis Hamilton – will fit very well with our ongoing development of the Santander brand, not only in the UK but globally too,” said Juan Manuel Cendoya, Senior Vice President of Communications, Corporate Marketing and Research.”

I must admit that I was surprised by the Santander/McLaren deal, anticipating that Ferrari would be the only team carrying the Santander name in 2010. It just goes to show that even with he huge sums of money involved in F1 sponsorship, companies with global brand aspirations see real value and results.

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