Santander extends partnership with McLaren

Santander is extending its sponsorship of the Vodafone McLaren Mercedes Formula 1 ™ team and drivers. This means the bank will continue its successful relationship with Lewis Hamilton and Jenson Button, Britain’s two World Champions.

Santander will continue to use the drivers’ images in its advertising and in its branches, and the Santander brand will continue to appear on the drivers’ overalls and helmets. Santander has worked with Lewis Hamilton since 2007 and the advertising which featured his image has been extremely successful, especially during the Santander launch campaign last year, as consumers were able to link Lewis very strongly to Santander. This has helped build the Santander brand in the UK to a position where 9 out of 10 people are aware of the bank, from less than 3 in 10 in 2007.

Ana Botín, Chief Executive Officer of Santander UK plc, commented: “We are delighted to sign an extension to our deal with the Vodafone McLaren Mercedes team and drivers. It’s exciting to be able to continue working with Lewis and Jenson; they have been very popular figures with both staff and consumers. The relationship that we have built, initially with the Vodafone McLaren Mercedes team, and now its drivers, has been integral to creating and building the Santander brand in the UK. Without it, we would have not been able to rebrand to Santander in 2010.”

“The partnership has helped us launch the Santander brand in the UK – and will contribute greatly in helping us meet our goal of being the UK’s best commercial bank.”

The relationship Santander has developed with the Vodafone McLaren Mercedes drivers has not only helped the brand – by use of the images of the drivers in high profile advertising campaigns – but also been integral in establishing the Santander brand with our staff. More broadly the relationship has also been supportive of Santander’s Corporate Social Responsibility activities and the Santander Universities programme.

Martin Whitmarsh, Team Principle at Vodafone McLaren Mercedes said: “Santander has been a Vodafone McLaren Mercedes Partner since 2007 and we are delighted to be working together in building a successful future for both brands. The support of our Partners is a critical element of our success. We are looking forward to a winning season for 2011.”