Santander and Formula 1®: A Mega Alliance That Accelerates and Highlights the Importance of Sponsorship Across Market Categories

(By Maqueda and Maurizio) In the vibrant world of motorsport, Formula 1® (F1) is not just a spectacle of speed and skill, but also a fertile ground for marketing and innovation. Recently, Banco Santander made a bold move by becoming the official bank and sponsor of F1, an alliance set to commence in 2025. This agreement not only marks a milestone for the Spanish brand but also represents a brilliant strategy to connect with a global audience, particularly in key markets such as the United States, Brazil, and Mexico. This article will explore how this collaboration can transform Santander's visibility, impact its Openbank brand, and intertwine concepts of neuromarketing and neuroscience within this strategy.

Image description

It is evident that in today's world, a critical observation prevails: brands must make substantial marketing efforts in culture, branding, experiences, sponsorships, and collaborations to avoid being overshadowed in a hyper-competitive and mass-produced landscape. Whether a small business or a mega B2B enterprise, tech firm, or financial service, demonstrating value and providing experiences to customers, partners, distributors, and prospects is essential for relevance. This is the present and future landscape where brands must "be" more to capture market attention.

Insurance companies, logistics firms, service providers, e-commerce platforms, B2B businesses, tech companies, and now even restaurants like McDonald's are joining the luxury brands that accompany F1. There is significant growth across all brand categories as they implement strategic plans that add brand value through real actions at events, experiences, brand museums, thematic bars, conceptual hotels, playful spaces, and collaborative associations that offer consumers a richer experience of brand value and excitement.

Summary of the Alliance

Long-Term Sponsorship: Banco Santander will become the official sponsor of F1, with an agreement extending over several years.

Brand Exposure: The logos of Santander and Openbank will appear at race circuits in key markets, along with numerous customer loyalty initiatives and thematic cross-promotions.

Exclusive Content: F1 fans will gain access to exclusive content and interactive activations.

Global Audience: With an accumulated audience of 1.35 billion, F1 serves as an ideal platform to enhance brand visibility.

Innovation and Excellence: Both institutions share a vision focused on innovation and customer care.

Recently, we partially reported Santander's withdrawal from Ferrari, highlighting its intensified commitment to F1.

Here important date: 

The Formula 1®: A Global Stage

F1 transcends sport; it is a cultural phenomenon that captivates millions of fans worldwide. According to Nielsen, 60% of its audience resides in markets where Santander has a significant presence. This presents the financial institution with an unparalleled opportunity to strengthen its brand and connect with a young, diverse audience. Santander's integration into F1 not only positions the brand at the center of the action but also aligns with current consumer trends, where experiences are prioritized over mere transactions.

Neuroscience and Neuromarketing: The Science Behind the Strategy

Santander's decision to partner with F1 is not merely about visibility; it is a strategy grounded in neuromarketing principles that focus on how consumers make emotional decisions. The emotional connection generated by F1, with its adrenaline and passion, can significantly influence brand perception. Research in neuroscience indicates that positive experiences in exciting environments can enhance customer loyalty and the inclination to choose a particular brand.

The partnership between Banco Santander and Formula 1® exemplifies how brands can leverage sports sponsorship to amplify their message and connect with global audiences. In an era where consumer attention is increasingly scarce, this alliance represents a smart strategy that combines emotion, innovation, and visibility.

Voices of Leadership

Ana Botín, president of Banco Santander, expressed her enthusiasm for the new alliance, highlighting the positive impact that F1 has had on Santander's growth in recent years. Santander's history with F1 dates back to 2006, when it began sponsoring teams and races. This legacy translates into a profound understanding of the sport and its fans. Stefano Domenicali, CEO of F1, also celebrated the partnership, emphasizing the importance of innovation and service excellence. Both entities share a vision: to offer memorable, high-quality experiences to their customers and fans.

Domenicali assured, “Santander has a rich history in this sport, and they know we can provide a great platform to continue promoting their brand worldwide.”

The Multi-Year Agreement Set to Begin in 2025

  • This partnership will enhance the visibility of the bank in its primary markets, where the brands Santander and Openbank—Europe's largest 100% digital bank by deposits—will be showcased, with Openbank set to launch in the United States this year.

  • The bank's logos will be prominently displayed on circuit barriers at Grand Prix events in Santander's key markets: the United States, Brazil, Mexico, Spain, the United Kingdom, among others.

  • Additionally, the bank will provide Formula 1 fans with exclusive content and various activations through its sponsorship.

  • Formula 1 stands as one of the most-watched sports globally, with a cumulative audience of 1.35 billion in 2023, according to Nielsen.

  • With 24 Grand Prix events across 20 countries, many of which are in Santander's major markets in Europe and America, the reach is substantial.

  • Santander has been involved in Formula 1 for 15 years, beginning in 2006, sponsoring teams and races such as Scuderia Ferrari and McLaren.

Openbank: A Bright Digital Future

The inclusion of Openbank, Europe's largest digital bank, in this alliance is pivotal. With its anticipated U.S. launch this year, Openbank is strategically positioned to leverage Formula 1's expansive reach. Digitalization and accessibility are key trends in the financial sector, and Formula 1 offers an ideal platform to attract a modern, tech-savvy audience.

Impact on Brand Perception

Leveraging Formula 1 as a marketing platform transcends mere logo visibility; it also has the potential to reshape brand perception in consumers' minds. Neuromarketing studies indicate that brands associated with events that evoke strong emotions can experience significant increases in brand preference and purchase intent. By aligning with Formula 1, Santander and Openbank are positioning themselves as dynamic, modern entities, resonating with the speed and excellence that define the sport.

Sponsorship and Engagement: Beyond the Logo on the Track

Sponsorship extends beyond simple logo placement on circuit barriers. Santander aims to create interactive experiences and exclusive content that resonates with Formula 1 fans. This could range from access to driver interviews to VIP experiences at the circuits, enhancing brand visibility while fostering deeper, more meaningful engagement with consumers.

The Importance of Engaging a Young Audience

One of the most appealing aspects of Formula 1 is its growing popularity among younger demographics. With an audience increasingly seeking authentic and memorable experiences, Santander's sponsorship comes at a fortuitous time. Strategies that integrate digital platforms and social media will be crucial for capturing the attention of this generational segment. Utilizing influencers and brand ambassadors connected to the world of Formula 1 could be an effective tactic to amplify Santander and Openbank's message.

The Power of Exclusive Content

Exclusive content is a powerful tool in any brand's marketing strategy. Through its sponsorship, Santander has the opportunity to offer fans behind-the-scenes access, exclusive interviews, and content not available to the general public. These types of activations not only reinforce customer loyalty but also cultivate a community around the brand—an essential aspect in today’s digital landscape.

Final Reflections: Accelerating in Cross Marketing or…

The partnership between Banco Santander and Formula 1® is more than just a sponsorship; it is a strategic move towards a future where the thrill of motorsport meets financial innovation. This alliance promises not only to elevate the visibility of Santander and Openbank but also to redefine how brands engage with their consumers in an increasingly digital and connected world. Formula 1 represents an exceptional platform for connecting with a diverse, global audience, and Santander's strategy reflects a deep understanding of neuromarketing principles that can foster lasting emotional connections. This approach will benefit not only Santander and Openbank but also enrich the experience of Formula 1 fans, creating a virtuous cycle of engagement and loyalty.

Summary Tips for Brands Looking to Emulate This Success

  • Build Emotional Connections: Partner with events that resonate emotionally with your audience.

  • Offer Unique, Tangible Experiences: Go beyond the logo; create memorable activations that engage consumers.

  • Leverage Cross-Channel Marketing: Utilize digital platforms to reach a younger, more connected audience.

With this alliance, Santander is not just accelerating its presence in the financial world but is also positioning itself as a benchmark in sports marketing. In an increasingly competitive landscape, a brand's ability to tell its story effectively and emotionally will undoubtedly be a key determinant of its future success.

IG: @infonegociosmiami



Tu opinión enriquece este artículo:

Ultra Miami: fiesta musical y sinfonía de marketing multicultural (en el top ten de los eventos de América y el mundo)

(Por Maqueda y Maurizio) Miami vibra al ritmo de Ultra. Este fin de semana, la ciudad se convierte en la capital mundial de la música electrónica, celebrando el 25 aniversario de un festival que ha trascendido fronteras y se ha convertido en un referente de la cultura global. Pero Ultra es mucho más que música: es un estudio de caso de marketing multicultural exitoso, una sinfonía perfectamente orquestada que combina experiencia, branding y estrategia digital. 

(Tiempo de lectura de valor: estimado: 5 minutos)

A días de Emerge en Miami, la noticia de que Ualá levanta US$ 66 millones con Televisa revoluciona el sector Fintech en América Latina

(Por Taylor) En un movimiento que redefine el panorama fintech de América Latina, Ualá ha recaudado US$66 millones adicionales en su ronda de Serie E, con la participación del gigante mexicano de medios Televisa Univision. Este segundo cierre eleva la ronda total a US$366 millones, consolidando a Ualá como una de las empresas más dinámicas y prometedoras de la región. En este artículo, exploramos el impacto de esta inversión, las estrategias de expansión en México y los planes futuros de Ualá, proporcionando datos estratégicos y tips esenciales para anglolatinos interesados en el ecosistema de negocios y tecnología.

(Tempo de lectura de valor: 4 minutos)

El alcalde de Madrid y el de Miami se reúnen en la ciudad del sol (promoción y F1 en la agenda)

(Por Juan Maqueda y Marcelo Maurizio) En un mundo globalizado, las ciudades compiten no solo por atraer turistas, sino también por convertirse en epicentros de negocios , cultura, conceptos temáticos y capitales de experiencias y nichos o de clusters. Pero también se trabaja en cocreación para tal motivo. Madrid, bajo el liderazgo de su alcalde José Luis Martínez-Almeida, ha puesto su mirada en Miami, una ciudad que ha sabido reinventarse y posicionarse como un referente en el ámbito internacional. (Hace poco los alcaldes de Buenos Aires y Miami estuvieron en la capital argentina). Este viaje del alcalde madrileño a la ciudad del sol no solo busca promocionar la capital española, sino también aprender de la experiencia de Miami en la organización de eventos de talla mundial como el Gran Premio de Fórmula Uno. 

(Tiempo de lectura estimado: 6 minutos)

¡Miami está feliz!: Messi sella el triunfo del Inter Miami y llega a la cima de la MLS

(Por Ortega y XDXT) En una noche mágica en Miami, Lionel Messi demostró una vez más su capacidad para cambiar el curso de un partido en cuestión de minutos. Ingresando como suplente a los 55', el astro argentino marcó el gol de la victoria a los 57' contra Philadelphia Union, llevando al Inter Miami a la punta de la Conferencia Este de la MLS. Este triunfo no solo refleja la influencia inmediata de Messi en el terreno de juego, sino también la ambición del Inter Miami por alcanzar la gloria en la liga norteamericana y en la Concacaf Champions Cup.

(Tiempo de lectura estimado: 4 minutos)

Messi fue a ver a Djokovic al Hard Rock Stadium (la magia del deporte y el impacto en la cultura de Miami)

(Por Ortega) En la vibrante ciudad de Miami, donde la cultura del deporte se entrelaza con la vida diaria, la presencia de Lionel Messi en el Hard Rock Stadium para presenciar la semifinal del Masters 1000 de tenis no pasó desapercibida. La ovación del público y la reacción de Novak Djokovic ante la presencia de la "Pulga" no solo reflejan el poder de convocatoria de Messi, sino también la capacidad de la ciudad para atraer a figuras globales. Este evento, sumado al inminente regreso de Messi a los terrenos de juego con el Inter Miami, ofrece una oportunidad única para analizar el impacto del deporte en la sociedad y la economía de Miami.

(Tiempo de lectura estimado: 5 minutos)

Kylie Minogue, Mary J. Blige y JoJo en Miami (y la guía de todos los conciertos imperdibles este abril 2025)

(Por Vera) Desde Kylie Minogue a Mary J. Blige Abril tendrá una enorme cantidad de shows en Miami, una ciudad vibrante y llena de energía, que se prepara para recibir a algunos de los artistas más destacados del mundo. Desde Coldplay hasta Shakira, la agenda musical de todo el 2025 promete experiencias inolvidables. Hoy te contamos Abril… y estate atento porque pronto te contamos Mayo. Este artículo desglosa los conciertos más esperados y ofrece información clave para disfrutar al máximo de cada evento.

(Tiempo de Lectura: 4 minutos)

El Heat se enciende en el momento justo: y todo Miami sube su temperatura (álbum de fotos que te emociona)

(Por Ortega desde Miami con XDXT) El Miami Heat, tras un bache de 10 derrotas consecutivas, ha encadenado tres victorias seguidas, la última ante los Atlanta Hawks (122-112). Esta remontada en un momento crítico de la temporada ha impactado en el ánimo de la ciudad, todo el contexto de marcas, medios, fans cambian de energía con este triunfo. Esta victoria nos ofrece valiosas lecciones para el mundo empresarial, demostrando que la resiliencia, la estrategia y el trabajo en equipo son claves para superar la adversidad y alcanzar el éxito.

(Tiempo de lectura: 5 minutos)

Red Bull presenta su auto blanco tributo a Honda en Japón (¿Por qué se utilizan estos recursos? Estrategias de edición limitada & marketing crossing)

(Por Maurizio y Maqueda) En el dinámico mundo del automovilismo, las marcas no solo compiten en la pista, sino también en la mente de los consumidores. La reciente presentación de Red Bull con una decoración especial para el Gran Premio de Japón, en honor a Honda, es un claro ejemplo de cómo las estrategias de marketing crossing y de edición limitada, pueden generar un impacto significativo. Es desentraña las claves del éxito de estas estrategias, ofreciendo datos, tips y ejemplos que no solo informan, sino que también inspiran acción y reflexión.

(Tiempo de lectura de valor: 5 minutos)

Mes de las Empresas B: en Argentina ya son 248 las compañías certificadas por su triple impacto positivo

Este año, la campaña global por el Mes de las Empresas B se enfocó en la “Generación B” : un grupo de líderes empresariales que creen que otra forma de hacer negocios es posible y utilizan la fuerza de las empresas para demostrarlo. A través de diferentes iniciativas, las compañías que miden y gestionan su impacto compartieron los beneficios de trabajar con altos estándares socioambientales y de transparencia.