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SBD Global/November 26, 2012/Marketing and Sponsorship

Santander Wants To Become The Bank Of Football In The Americas

Spanish bank Santander wants to become the "bank of football" in the Americas, according to Guilherme Costa of MAQUINA DO ESPORTE. The project "is curious" as it coincides with "two theoretically contradicting trends." Recently, Santander "reduced its contract" with the Copa Libertadores, while rivals have intensified their football investments in the region. The company had been the title sponsor of the Libertadores since '07, but it decided "to diminish its participation in the event." Starting next year it will only become the official bank of the tournament. Santander Global Advertising & Sponsorship Dir Enrique Arribas said, "The bank is leaving the Libertadores to become the bank of football in the Americas. We do not want to focus on just one event. We want to become the bank of football." Apart from the Libertadores, Santander believes that it will have "more possibilities to invest in football operations." The bank has identified the U.S. and Mexico as possible places to invest. Currently, direct competitors of Santander have "increased their investments in football." Itaú has a contract with the Brazil national team and the 2014 World Cup. Caixa Econômica Federal last week signed a deal to become the title sponsor of Brasileiro club Corinthians in a R$31M ($14.9M) a year agreement (MAQUINA DO ESPORTE, 11/23).
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