London-based PR and sponsorship agency Sidhu & Simon Communications will oversee the UK F1 sponsorships for Santander in 2010, including the 2010 Formula One Santander British Grand Prix to be held at Silverstone.

The agency's brief incorporates sponsorship activation including public relations, digital activity, promotional events, guest hospitality and other brand activities in the lead-up to the race.

Santander has a significant history in UK sponsorship having title sponsored the 2007 Santander British Grand Prix. In the same year, Santander also became a corporate partner of the Vodafone McLaren Mercedes F1 Team. Last year Santander commited to sponsoring the Scuderia Ferrari F1 Team from 2010 until 2014 and also announced that its title sponsorship of the Santander British Grand Prix would continue into 2010.

Nav Sidhu, managing director, Sidhu & Simon Communications, said: “We are delighted to have retained and extended our relationship with Santander. This is extremely important recognition for our agency and we are very much looking forward to developing and implementing evolution strategies to keep Santander at the forefront of Formula One.

"With Jenson Button and Lewis Hamilton heading an all-star cast of Formula One champions in 2010, and the likelihood of a resurgent Ferrari as well as other new team entrants, British fans have a mouth-watering season ahead of them. We are very proud to be playing an integral role in helping to take Santander and Formula One to the masses.”

Keith Moor, Santander's director brand and communications, added: “The service and counsel that Sidhu & Simon Communications have provided over the past three years has been impressive.

"We entered into this rigorous tendor exercise with an open mind, looking for the right partner in the market. We are delighted Sidhu and Simon Communications rose to that challenge. The agency’s forward-thinking approach will continue to play a key role in the strategic development of our brand through Formula One sponsorship.”