What does Santander do in motorsport?
Santander sponsors Williams from 2025 and is the official banking partner of the sport. 97 percent of the motorsport audience attribute the logo to the right team, the second highest reading of 2026.
Santander has been in and out of the sport since 2007, across three teams and two decades. The audience still attributes the logo correctly at a rate almost no current partner reaches.
The Spanish bank sponsored McLaren in 2007 and 2008, ran the red block on the Ferrari sidepod from 2010 to 2017, then returned with Williams from 2025 in the same season it became the official banking partner of the sport.
Branding runs on the car, the driver helmets and the team clothing, with the Openbank brand carried into the United States rounds.
What eight seasons on one sidepod bought
97 percent of the motorsport audience attribute the logo to the right team, second only to Marlboro in the 2026 set. Recognition is 99 percent, so the drop between the two questions is 2.0 points where the average brand loses far more.
The Ferrari era does the work. Eight consecutive seasons on the same panel, in a red that matched the car, built an association strong enough to survive both the McLaren years before it and the change of team after it.
The risk runs the same way. Attribution earned on one team can push the audience to the wrong answer once the branding moves, which is what the Williams era will be measured against over the next seasons.
Frequently asked questions
Which team does Santander sponsor?
Williams from 2025. Santander previously sponsored McLaren in 2007 and 2008 and Ferrari from 2010 to 2017 and is the official banking partner of the sport from 2025.
What does Santander get from motorsport sponsorship?
Brand visibility on the car, the helmets and the team clothing, hospitality access for customers and a platform for the Openbank brand in the United States rounds.
How well is Santander remembered in motorsport?
99 percent of the motorsport audience name the brand from a blurred logo and 97 percent attribute it to the right team on the BoxBoxd Brand Recall Index in 2026.
Where does the Santander branding appear and do fans know?
38.4 percent of the motorsport audience answered the placement question correctly for Santander on the BoxBoxd Brand Recall Index in 2026, against a grid average of 42.7 percent across the eleven brands tested.
Is Santander recall above or below the motorsport average?
Santander records 99 percent recognition against a grid average of 94 percent and 97 percent attribution against a grid average of 81.8 percent, measured across 797 tests in the 2026 season.
Which fans attribute Santander correctly most often?
Ferrari fans, at 98 percent attribution for Santander on the BoxBoxd Brand Recall Index in the 2026 season.
The full report behind this article, with the split by team audience, market composition and movement across the season, is available to teams, brands and agencies.
Get the full report at partnerships@boxboxd.fun
Source: BoxBoxd, the motorsport social network. The Brand Recall Index is measured on the BoxBoxd audience through the 2026 season, where a blurred sponsor logo is shown with no name attached and three questions follow: name the brand, name the team, place the branding on the car. Full data at boxboxd.fun/data.