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Supplementary Case

Santander and Formula One (B)

By Ziskind, Julie Michelle / Villanueva, Julian

Marketing

Case B recounts Santander's 2010 decision to stay in F1 while shifting its main sponsorship to Ferrari and at the same time renewing with McLaren at a lesser level to maintain support for the now rebranded Abbey. The first race of the 2010 season finds all three podium finishers sporting the Santander name; however, the price for such presence is also significantly higher compared to the previous commitment.

Collection: IESE (España)

Ref: M-1260-E

Format: PDF

Number of pages: 11

Publication Date: Oct 8, 2011

Language: English, Spanish

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Description

Year: 2007 - 2010

Geographic Setting: España

Santander and Formula One (B)

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Santander and Formula One (B)

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Santander and Formula One (B)

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