As part of the Minerva Marketing team, I supported the execution of Santander’s sponsorship activations at the 2025 Formula 1 Spanish Grand Prix, one of Spain’s premier motorsport events. My role included on-site event setup, brand activation logistics, and client hospitality coordination throughout race weekend.

 

Santander’s activation spanned both the exclusive Paddock Club suite and the youth-focused Pelouse Jove Santander area, located at Turn 4 of the Circuit de Barcelona-Catalunya. Pelouse Jove, designed for fans aged 16 to 30, offered an immersive fan experience featuring a live DJ, stage, branded giveaways, interactive photo ops, VIP seating for Santander clients, and a Heineken-sponsored bar. I helped ensure all activation elements were executed with attention to detail, aligned with brand guidelines, and engaging for guests.

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Throughout the weekend, I supported the management of hospitality zones, monitored real-time logistics, and worked closely with the Minerva team to maintain a seamless on-site presence across both high-energy spaces. The experience reinforced my passion for live sports, fan engagement, and creating culturally resonant brand moments—especially in fast-paced, high-profile environments like Formula 1. Oh - and I got to meet my favorite driver!