Cendoya says it is all about creating an emotional link between potential new customers and the bank. Cendoya rightly points out that Santander is not in charge of driver selection and intriguingly suggests that, for example, the commercial appeal of current Ferrari driver Felipe Massa might be an effective way of growing the brand worldwide the implication being that, even with Alonso on board, the bank's popularity might only increase in Spain by one or two percentage points, whereas the potential gains in other markets are significantly greater. We are a main sponsor we are not a title sponsor. Ferrari has a process and they are going to announce the car and image later on.
Cendoya is understandably reluctant to place the bank in the pecking order of Ferrari sponsors and says simply: In Ferrari, we are on the podium and the podium is a very good place to be.
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