Santander renews contract to have Jenson Button front its ad campaigns

Santander could continue to use Jenson Button in its ad campaigns for the next five years after signing a contract extension with the Formula 1 driver’s team, McLaren.

The five-year deal will allow Santander to benefit from the popularity of the 2009 Formula 1 world champion, and extends the partnership with McLaren-Honda which began in 2007.

Since he joined the F1 team in 2010 Santander have utilised Button’s brand appeal in a number of campaigns including TV ads, the launch of Santander’s vision for a London Grand Prix and ‘Secret Santa’ customer surprises.

Button said he was “pleased to continue working with Santander”.

He added that “while first and foremost I’m a racing driver, I’m also a passionate cyclist, and so I’m looking forward to doing more with Santander Cycles and helping encourage more people to get involved”.

Chief marketing officer for Santander UK, Keith Moor, said the sponsorship of McLaren and Button had “played an important role in helping Santander build a strong awareness across the UK” and would help “support our launch of the Santander Cycles scheme in London”.

The new deal will come as a relief to the Formula 1 team which has struggled to maintain and attract new sponsors as a result of poor on-track performances in recent seasons. Recently Luxury Swiss watch brand, Tag Heuer, ended its 30 year relationship with the team, joining the more successful Red Bull Racing instead.

Tony Connelly

All by Tony