Santander and Formula 1 accelerate Spain’s future with a new Madrid Grand Prix

More than 40 years after the last official race at Madrid’s Jarama circuit in 1981, the capital is returning to the Formula 1 calendar in a major new role. Santander is returning with it, now as the sport’s official global banking partner.

The Formula 1 Tag Heuer Spanish Grand Prix will take place from Sept. 11 to 13 at MADRING, a new semi-urban circuit designed around IFEMA Madrid and Valdebebas. Madrid’s arrival gives Spain a historic double date on the calendar alongside the Barcelona-Catalunya Grand Prix.

The Barcelona race has been held continuously since 1991. After this season, it will alternate on the calendar every two years with Madrid’s Spanish Grand Prix. The return to the capital marks a new chapter for a country that will now have two Formula 1 venues in the world championship.

The article presents Formula 1 as more than a sporting competition, describing it as one of the world’s most powerful marketing platforms. Brands can place their logos on cars, partner with drivers, sponsor circuits or become global partners. Santander has used all these stages over 20 years, moving from team and driver sponsorships into a broader ecosystem covering the championship, teams, content, education and commercial activation.

Its Formula 1 history is described in five phases: joining McLaren in 2007, gaining maximum visibility with Ferrari in 2010, pausing its involvement in 2018 while focusing on the UEFA Champions League, returning to Ferrari with a sustainability focus in 2022, and becoming Formula 1’s official bank alongside Williams in 2025.