It has also partnered decorated Brazillian legend Ronaldo and the tournament to make the most of its involvement in the sport. Fresh off a rebrand and new digital revamp, the bank’s senior executive vice president of communications, corporate marketing and research, Juan Manual Cendoya, believes that the tournament will serve as “the perfect showcase” for its ideals.
He said: “I am very happy that we are finally beginning our sponsorship of the Uefa Champions League, the best club-level competition in the world. It will allow us to reach new audiences and be closer to our customers throughout the world.
“We have just renewed Santander’s brand to make it more modern and digital, and this competition is the perfect showcase to make it known and reinforce the bank’s values of leadership, trust and innovation.”
New ambassador Ronaldo comes to the fore, having won the World Cup in 1994 and 2002, with two Ballon d'Ors to his name in 1997 and 2002.
To get the most out of the partnership Santander has launched the ‘Football Can’ campaign, to showcase the bank’s support of grassroots football. In particular, it will support ‘Common Goal’ with streetfootballworld to use football to support financial inclusion.
Through the tournament, Santander hopes to reach 160 million people live each season.
Santander has had a decade involved in football, with a hold of the Copa Libertadores in South America and the LaLiga Santander in Spain.