Source – Formula1.com
The biggest bank in the world, Santander, has agreed to become Formula 1’s Official Retail Banking Partner for a number of years, beginning in 2025.
In a move that promises to unite two global powerhouses of innovation and fan engagement, Formula 1 has officially announced a partnership with Santander, marking the bank as its Official Retail Banking Partner. The collaboration is set to showcase the shared commitment between the two companies to deliver unparalleled experiences for their fans and customers around the world, building on a relationship that has deep roots in motorsport.
Santander’s history in Formula 1 stretches back to 2006, and the bank has long been associated with some of the sport’s most memorable moments. Now, this new partnership will see Santander’s branding reappear in full force, with the company set to feature prominently on trackside signage at multiple Grands Prix across the globe. But this deal goes far beyond just branding. Formula 1 and Santander are teaming up to offer fans exclusive content and unique activations, adding another layer of excitement to an already electrifying sport.
One of the standout aspects of this partnership is the inclusion of Openbank, Santander’s groundbreaking digital banking arm. As Europe’s largest 100% digital bank by deposits, Openbank has been a driving force in financial innovation, and it’s now preparing to take on the United States market later this year. Formula 1, with its ever-growing presence and passionate fanbase in the US, will play a key role in supporting Openbank’s expansion. This partnership is poised to not only accelerate Openbank’s growth but also elevate the fan experience for millions of Formula 1 enthusiasts across the world.
Stefano Domenicali, President and CEO of Formula 1, expressed his excitement over the deal, underscoring the importance of the partnership. “I am delighted that Santander, an incredible global brand, will become an Official Partner of Formula 1,” Domenicali said. “Santander has a proud history in our sport, and they know the huge platform we can provide to amplify their story to customers around the globe.”
Domenicali also took a moment to thank Ana Botín, Group Executive Chair of Santander, and Juan Manuel Cendoya, Global Head of Communications and Corporate Marketing, and Vice Chair of Santander Spain, for their passion and dedication in bringing this partnership to life. According to Domenicali, the shared values between Formula 1 and Santander—particularly a focus on innovation and a commitment to providing world-class service—are at the core of what will make this collaboration so successful.
“Our shared focus on innovation and providing a best-in-class service to our customers and fans is key to our partnership,” Domenicali continued, “and I am looking forward to a very exciting future on and off the track.”
Ana Botín, Executive Chair of Santander, echoed Domenicali’s sentiments, describing the partnership as a natural evolution of the bank’s long-standing relationship with the sport. “We are delighted to announce our new partnership with Formula 1,” Botín said. “Over nearly two decades, since Banesto first began working with F1, the power and global reach of the sport has helped Santander engage with customers, deepen relationships, and strengthen our brand.”
For Santander, this collaboration is about much more than just visibility; it’s about creating value across the entire group. Botín highlighted that the sport’s global platform offers an unparalleled opportunity to connect with customers in ways that transcend traditional marketing. As the bank continues to evolve and expand, particularly with its digital initiatives, Formula 1 will serve as a powerful ally in helping Santander deepen its relationships with a global audience.
“This collaboration will help create value across the group and marks an important new chapter in our relationship, as we continue to transform and grow our business,” Botín added.
As Formula 1 continues to expand its influence and fanbase across the world, partnerships like this with Santander are indicative of the sport’s ability to transcend borders and industries. With a shared vision focused on innovation and creating unforgettable experiences for their respective audiences, Formula 1 and Santander are poised to write a thrilling new chapter in the world of sports and banking. Fans of the sport can expect to see this partnership come to life not just on the racetrack, but also in their everyday interactions with both brands, as they unite to deliver something truly special.
This is more than just a business deal; it’s the merging of two giants who both understand the power of global reach and the importance of providing excellence at every turn. With Santander’s presence set to become a regular feature of Formula 1’s high-speed world, this partnership is certain to bring a new level of excitement both on and off the track.
