Williams Racing has partnered with Santander, a global banking leader, for a multi-year collaboration starting in 2025. Santander will enhance its brand visibility through exclusive customer experiences and prominent branding on Williams’ cars, drivers, and team gear. This partnership supports Williams’ transformation and aligns with Santander’s role as Formula 1’s official retail banking partner.
Williams Racing has announced a strategic multi-year partnership with Santander, one of the world’s leading banking institutions, set to commence in 2025. This collaboration will align with Santander’s new role as Formula 1’s official retail banking partner, creating opportunities for both organisations to leverage the global stage of motorsport.
The partnership is structured to provide a unique platform for connecting with customers and enhancing brand visibility. Santander aims to use its association with Williams Racing to offer exclusive experiences, including access to paddock events and interactions with drivers while promoting its Openbank brand in the United States during F1’s three prominent races in the region. The Santander or Openbank branding will feature prominently on Williams’ FW47 car, driver helmets, and team attire throughout the 2025 season.
A strategic collaboration for global engagement
Santander, one of the world’s leading banks with 171 million customers globally, will leverage its partnership with Williams Racing to deepen its connection with a worldwide audience. By aligning with Williams, Santander aims to enhance its visibility, particularly in the United States, where Formula 1 is experiencing a surge in popularity with three annual races. This partnership complements Santander’s broader involvement in the sport as Formula 1’s official retail banking partner, also starting in 2025.
Through this alliance, Santander will offer exclusive experiences to its customers, including access to paddock events and engagements with Williams drivers. The FW47 car, driver helmets, and team apparel will prominently feature Santander and its digital banking arm, Openbank, further cementing the partnership’s visibility.
An Iconic Driver line-up for 2025
Williams’ 2025 campaign will be led by strong driver duo: Alex Albon and Carlos Sainz. Carlos, with his impressive experience and achievements, adds significant strength to the team. To mark the start of the partnership, Santander branding will appear on the FW46 during the end-of-season test in Abu Dhabi, where Sainz will drive a Williams car for the first time.
Juan Manuel Cendoya, Global Head of Communications, Corporate Marketing and Research at Santander, said:
“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. 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.”
Accelerating commercial growth and innovation
Williams Racing has been actively strengthening its commercial portfolio, announcing several high-profile partnerships in recent months. The agreement with Santander joins other notable collaborations, including Duracell, Gulf Oil International, Kraken, and an innovative partnership with autonomous vehicle company Zoox. These alliances are part of Williams’ broader transformation strategy to position itself as a formidable contender in the championship.
James Vowles, Team Principal at Williams Racing, highlighted the significance of the Santander partnership:
“Williams Racing is proud to add Santander to our growing roster of iconic and innovative partners for 2025 and beyond. 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.”
The Santander-Williams partnership focuses on innovation and connecting with fans, showing their shared goal of achieving excellence. As Williams Racing works to improve and reclaim its place as a top Formula 1 team, this partnership supports its mission.
About Williams Racing
Williams Racing was established in 1977 by Sir Frank Williams and Sir Patrick Head and is one of the most iconic teams in Formula 1 history. Over the years, the team has achieved an incredible 16 World Championship titles, including nine Constructors’ Championships and seven Drivers’ Championships. These titles were won in partnership with legendary manufacturers like Cosworth, Honda, and Renault, and through the exceptional talent of drivers such as Alan Jones, Keke Rosberg, Nelson Piquet, Nigel Mansell, Alain Prost, Damon Hill, and Jacques Villeneuve.
Known for its engineering expertise and competitive spirit, Williams Racing has consistently been at the forefront of the sport. The team’s legacy includes unforgettable eras of innovation and success, making it one of the top three most successful teams in Formula 1 history.
About Santander
Santander is one of the largest and most trusted commercial banks in the world, founded in 1857 and headquartered in Spain. The bank serves 171 million customers globally and operates through five main divisions: Retail & Commercial Banking, Digital Consumer Bank, Corporate & Investment Banking, Wealth Management & Insurance, and Payments (PagoNxt and Cards). This structure allows Santander to combine its global reach with local market expertise effectively.
Santander’s mission is to help individuals and businesses prosper through simple, personal, and fair financial services. The bank is committed to being a responsible organisation and has ambitious goals, such as raising €220 billion in green financing between 2019 and 2030. As of the third quarter of 2024, Santander manages €1.3 trillion in total funds and has a vast network of 8,100 branches supported by 208,000 employees worldwide.
Shikha Negi is a Content Writer at ztudium with expertise in writing and proofreading content. Having created more than 500 articles encompassing a diverse range of educational topics, from breaking news to in-depth analysis and long-form content, Shikha has a deep understanding of emerging trends in business, technology (including AI, blockchain, and the metaverse), and societal shifts, As the author at Sarvgyan News, Shikha has demonstrated expertise in crafting engaging and informative content tailored for various audiences, including students, educators, and professionals.
