Santander Renews McLaren F1 Partnership
McLaren Mercedes has announced that Santander has renewed its long term corporate partnership with the team, extending a deal that stretches back to 2007 with driver Jenson Button also playing a key ambassadorial role for the bank for the past four years.
Through the sponsorship, Santander used McLaren to establish the brand in the UK and has since released initiatives such as the London Grand Prix 2012 campaign – which was shortlisted for Best Use of PR at the BT Sport Industry Awards 2013.
In his role as brand ambassador, Jenson Button has also fronted major marketing campaigns, staff engagement initiatives and playing a central role in Santander’s global University’s Scholarship Programme.
The former World Champion will continue to play a ‘significant’ role in Santander campaigns as the partnership progresses.
Keith Moor, chief marketing officer, Santander said: ‘Santander and McLaren have formed a long term partnership and together we have set new standards in sports marketing. Our decision to renew that relationship is not something that we have taken lightly, but it is based upon a proven track record of achievement and we are pleased to continue to be in partnership with one of the most iconic brands in global sport.’
Ekrem Sami, managing director of McLaren Marketing added: ‘Once again, a global blue chip brand has chosen to partner with McLaren Mercedes. We are delighted to be able to continue our extremely productive relationship with Santander, a company that has supported us for a number of years and has committed to be part of our exciting future. In such a competitive international sponsorship market, the fact that such a prestigious company has chosen to partner with McLaren Mercedes is a reflection of the strength of our brand, our proven track record of delivery and the power of Formula 1 to reach an avid, affluent and influential audience.’
Meanwhile, the McLaren Formula One team has announced a first-of-its-kind corporate partnership ahead of the launch of its 2014 car on Friday.
Norton Rose Fulbright will become the global legal advisor to the McLaren Group – an arrangement which McLaren says is the first between a Formula One team and a global legal practice – and will work closely with McLaren’s in-house legal team.
Santander joins a growing list of established, long-term partnerships on McLaren Mercedes’ roster, including Hugo Boss, who has been with the team for 33 years, Tag Heuer for 29 years, Mobil 1 for 20 years and SAP for 16 years.
