02/02/2011
NEWS STORY
With the unveiling of the McLaren MP4-26 just two days away, the team has announced that has extended its partnership with banking giant Santander.
The Santander logo will continue to appear on Hamilton's and Button's overalls, and this year on their helmets too, while both drivers will in turn continue to appear in Santander's advertisements and in marketing material within branches.
"Santander has been a Vodafone McLaren Mercedes partner since 2007," said Martin Whitmarsh, "and we are delighted to be working together in building a successful future for both brands. The continued support of Vodafone McLaren Mercedes' partners is a critical element of the team's success."
"We are delighted to sign an extension to our deal with Vodafone McLaren Mercedes," added Ana Botin, Santander UK CEO. "It is exciting to be able to continue working with Lewis and Jenson. The relationship we have built with the Vodafone McLaren Mercedes team and 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 last year."
Since its partnership with the team began in 2007, prompted awareness of the Santander brand has increased more than fourfold. Surveys have indicated that 93 per cent of people are now aware of the brand, whereas just 20 per cent were back in 2007.
Santander cites its association with 2008 world champion Lewis Hamilton in its advertising campaigns as one of the driving forces behind the huge growth in brand recognition.