In a landmark move Williams Racing has officially announced a multi-year F1 sponsorship agreement with the Spanish banking giant Santander set to begin in the 2025 F1 season.
This partnership marks a significant shift in the F1 sponsorship landscape especially following Santander’s long-standing association with Scuderia Ferrari which ended earlier this year.
The decision to align with Williams Racing signals a new strategic direction for Santander as it seeks to boost its visibility and engagement within the motorsport community.
The announcement was made on December 9, 2024, and it comes at a pivotal time for the iconic British F1 team which has been undergoing a substantial transformation aimed at revitalizing its competitive presence in Formula 1 after several years of underperformance.
With the Santander logo set to feature prominently on the upcoming FW47 car, as well as on driver helmets and team uniforms, fans will not have to wait long to see the new branding in action.
In fact, the FW46 was sporting the Santander logo during the Abu Dhabi post-season test where Carlos Sainz made his Williams F1 debut. It is believed the Spaniard’s arrival at Williams Racing played a huge role in securing the new sponsorship deal.
The addition of Sainz who previously raced for Ferrari, is seen as a strategic move by the team to bolster its driver lineup alongside Alex Albon. This pairing is expected to bring renewed energy and competitiveness to the team as they prepare for the challenges of the upcoming 2025 F1 season.
James Vowles, Team Principal Williams Racing expressed expressed pride in welcoming the new sponsor into the fold, stating that it is a huge step in their ongoing transformation.
“Williams Racing is proud to add Santander to our growing roster of iconic and innovative partners for 2025 and beyond,” said Vowles.
“Joining forces with a global banking giant trusted by tens of millions of people around the world is another significant step in our transformation and we look forward to working with Santander to engage and excite fans in the years ahead.”
Juan Manuel Cendoya, Global Head of Communications at Santander and Vice Chair of Santander Spain, echoed Vowles’ sentiments.
“We are delighted to partner with Williams Racing with a tactical agreement that allows us to keep offering exclusive experiences to our customers and continue to support Carlos Sainz in his new stage,“ he said.
“This is one of the most historic teams with the greatest legacy in F1, and complements our role as the official retail banking partner of the competition with a focus on our main markets.”
The strategic importance of the F1 sponsorship deal extends beyond mere branding. For Santander, aligning with Williams Racing provides an opportunity to enhance its visibility in key markets, particularly in the United States, where Formula 1 has been experiencing rapid growth in popularity.
With three F1 races scheduled in the U.S. next season, this partnership positions Santander favorably to engage with American audiences while promoting its Openbank brand.
Santander’s partnership with Williams follows its recently agreed multi-year deal with F1 itself, which was announced in September
