Sports
Santander Scores Marketing Success From Champions League Final
- Spain, U.K., Brazil footprint means sponsorship makes sense
- Sponsor uses world’s most popular sport to reach consumers
Photographer: Gabriel Bouys/AFP via Getty Images
In a low growth world for banks, Banco Santander SA can still count on a payoff from its sponsorship of European soccer’s top club competition.
Liverpool, which has won the Champions League five times, takes the field Saturday against London’s Tottenham Hotspur at Atletico de Madrid’s stadium. While the Spanish capital braces for an invasion of English fans -- 4,700 police will be on duty to keep order -- Santander sees the final as a business opportunity.