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More than a sport: a global phenomenon
Formula 1 has lived in recent years a radical transformation. Under the control of Liberty Media and with Stefano Domenicali as CEO of the competition, it has ceased to be just a sport to become a cultural phenomenon. More open, younger, more diverse. More cinema, more social networks, more experience. A total show, which is lived both on the track and on the couch or on the smartphone.
Banco Santander has been there, curve after curve, for almost two decades. And in 2025 a new stage has started: the bank is from this year official sponsor of the F1 and also of the historic Williams Racing team. A double alliance that goes far beyond the logo in a car and with which Santander is committed to communicating values, connecting with customers and reinforcing his brand in key markets such as the United States, Brazil, Mexico, United Kingdom or Spain.
From Ferrari to Williams: a story of passion for F1
Santander’s story with F1 begins in 2006. Since then, he has sponsored large awards, legendary teams such as McLaren or Ferrari, and even iconic pilots such as Fernando Alonso, Lewis Hamilton or Carlos Sainz. But 2025 represents a new chapter.
The agreement with Williams Racing – one of the most historical teams of the grill – allows the bank to show its logo in the car, helmets and uniforms, in addition to participating in digital campaigns, exclusive events and unique experiences for customers. In the United States, where F1 has won a spectacular traction, it will be the OpenBank brand that will take prominence in the car. An important strategic step in a market where F1 lives a real boom.
Hollywood enters boxes (and Santander too)
Now this alliance between Banco Santander and Formula 1 takes another step. Only a few days ago one of the most anticipated films of the year has been released: the blockbuster on Formula 1 starring Brad Pitt and produced by Apple Studios. This is not any movie. It is shot in large real awards, with authentic engineers, engineers and pilots and in which the Santander brand can be seen in the boxes and the official poster.
Far from being a simple promotional appearance, this film and all promotional marketing around it reflects the evolution of sport. After the success of the acclaimed Netxlix ‘Drive To Survive’ series, the jump to the big screen now arrives. But the film is not just cinema: it is one more piece in the global narrative of F1 as a cultural phenomenon. And being there is a way of supporting your projection, its growth and their ability to excite new audiences.
Shared values: sustainability, innovation, excellence
Because it is not just visibility, it is also about associating with a sport that represents its values as no other: innovation, sustainability, excellence, transformation.
F1 is today a leading technology laboratory, where solutions are tested that can then be applied to automotive, energy or operational efficiency. It is also a competition that undertakes with sustainability, with an ambitious objective of zero net emissions in 2030. And it is, above all, a show that demands the best of each team, every professional, every detail … values that fit perfectly with the purpose of the bank and with its sustainable growth strategy. It was recently explained by Ana Botín, president of Banco Santander: “For almost two decades, since Banesto began working with the F1, the strength and global reach of this sport they have helped Santander connect with their clients, deepen their relationships and strengthen our brand. This collaboration marks a new and important chapter in our relationship at a time when we continue to transform and grow our business.”
Global visibility, local presence
The F1 accumulated audience in 2023 exceeded 1,350 million people. And 60% of that audience is concentrated in the main markets of Santander. The bank’s presence in Formula 1 not only reinforces its global positioning, but translates into an emotional connection in each country where it operates.
The three major awards on American soil –Miami, Austin and Las Vegas – are authentic mass shows. There, OpenBank has an exceptional opportunity to make themselves known among new audiences, especially among the youngest. In Europe and Latin America, iconic circuits such as Silverstone, Monza or Interlagos also offer privileged scenarios to be present where attention, passion and influence are generated.
A story that continues to be written … at full speed
With an eye on the future, Santander accelerates in its path of transformation, growth and global impact. The alliance with Formula 1 is not a simple sponsorship: it is a strategic commitment. A way of being where customers are and offering them unique experiences around the competition. To connect with new generations and approach people through a shared passion. Because in the F1 and in the bank, what counts is not just crossing the goal. It’s how each return runs. And Santander runs with a purpose.