Instance A begins in the autumn of 2009 as Santander's first foray into corporate sponsorship, their contract with F1 Team Mercedes McLaren, is coming up for renewal. Since 2007, the sponsorship is strategically geared toward raising the consciousness of Santander in key geographical markets where it is in the procedure for rebranding formerly obtained local banks under the incorporate Santander name.
Santander selects F1 for the ability that it has to supply a large, international fan following while at the same time offering Santander extensive brand existence during events. Then, ever considering the UK's Abbey Bank, retrieve star in 2004, is the first to withstand star rebranding, Santander partners with Team McLaren, which offer "an UK Team with a Spanish driver and a German motor". In the initial season, nonetheless, a major scandal forces McLaren to lose (Spanish driver) Fernando Alonso and also become disqualified from the Constructors Championship. Therefore, as the contract expires, Santander must decide whether it should renew with McLaren, stay in F1 with an alternative Team, or leave F1 for an alternate strategy or another sports sponsorship altogether.
Santander and Formula One (A) case study solution
PUBLICATION DATE: November 22, 2007 PRODUCT #: IES250-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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