Mercedes Benz

OFFICIAL PRESS RELEASE

Woking, United Kingdom, Feb 02, 2011

Relationship hailed as integral to building Santander brand in the UK

With the reveal of the Vodafone McLaren Mercedes MP4-26 just days away, we are delighted to announce that we have extended our partnership with banking giant Santander.


The Santander logo will continue to appear on Lewis’s and Jenson’s overalls, and this year on their helmets too, while Lewis and Jenson will in turn continue to appear in Santander’s advertisements and in marketing material within branches.

Ana Botin, Santander UK CEO, said: “We are delighted to sign an extension to our deal with Vodafone McLaren Mercedes. 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.”

Vodafone McLaren Mercedes team principal Martin Whitmarsh said: “Santander has been a Vodafone McLaren Mercedes partner since 2007 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.”

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.

Vodafone McLaren Mercedes have numerous long-standing partners and we are extremely proud of the relationships we have built over the decades. At the end of 2009, luxury Swiss watchmaker Tag Heuer celebrated 25 years as a team partner, while world-renowned fashion and lifestyle brand Hugo Boss is this year marking 30 years with the team.

Last October, title partner Vodafone expanded its involvement with the team, signing on as title partner and total communications partner of Vodafone McLaren Mercedes until the end of 2013.

* Official photo and details courtesy of VODAFONE MCLAREN MERCEDES *

Copyright © 2011, Mercedes-Benz-Blog. All rights reserved.