By David Román and Jeannette Neumann 

MADRID-- Emilio Botín, chairman of Banco Santander SA and widely regarded as one of the most powerful people in Spain over the past three decades, has died of a heart attack at the age of 79.

The bank, which announced his death Wednesday, said its board would meet later in the day to pick a successor. Spanish bankers and Santander advisers said the late chairman's eldest daughter, Ana Patricia Botín, was most likely to get the job held by three generations of Botíns.

A less likely scenario, these people said, is that one of the bank's three deputy chairmen-- Fernando de Asúa Álvarez, Matías Rodríguez Inciarte or Guillermo de la Dehesa Romero--would assume the job for three to five years, overseeing a transition period until Ms. Botín takes over. A person close to the bank said the board meeting was called for 4 p.m. Madrid time.

Ms. Botín, 53 years old, runs the bank's U.K. operations and has long been considered the natural heir to the Botín banking dynasty. But industry observers had expected her father to live longer, giving her time to strengthen the bank's U.K. position and bolster her credentials for the top job. Santander has repeatedly delayed a planned initial public offering of the U.K. unit, a step viewed as a test for Ms. Botín.

Mr. Rodríguez Inciarte is considered the top contender among the three deputy chairmen because of his more public profile in recent years and his background in Spanish politics, Spanish bankers and Santander advisers say.

These people said Ms. Botín has the edge because she has held senior management positions at Santander's units in Spain, Latin America, and the U.K., and because each of the deputy chairmen is over 65.

Her selection "will project a modern image of the bank, a woman, well-trained, who speaks beautiful English," said Mauro Guillén, a professor at the Wharton School of Management and author of a book about Santander. "It's what the market expects, and the last thing Santander will want to do is surprise the market."

Uncertainty over the succession drove Santander's shares lower Wednesday. In the early afternoon they traded down 1.3%. The bank is the largest in the eurozone by market value.

Spanish Prime Minister Mariano Rajoy said Mr. Botín's death was a loss for the country because he was a driver of corporate Spain's international expansion.

"This has been a surprise, since I just had a meeting with him last week and he looked to be well, in great shape," Mr. Rajoy added. "It's a big blow."

Calling Mr. Botín "a pioneer," Sergio Ermotti, CEO of Swiss bank UBS AG said his death was "a great loss to the industry."

Mr. Botín was born in 1934 in Santander, a small city on the northern coast of Spain, traditionally the busiest trading port for the Castille region.

The Botíns have controlled Banco Santander since the early 20th century, when Emilio Botín's grandfather became chairman. Emilio Botín became a board member in 1960, and succeeded his father as chairman in 1986.

An able negotiator, Mr. Botín took advantage of government plans to force mergers in Spain's banking sector, with the aim of creating larger lenders that would better able to compete in the European market.

The implosion of larger rival Banesto SA, which was taken over by the government in late 1993, offered a key opening for Mr. Botín, who secured the purchase of the troubled lender at an auction the next year.

From that point, Mr. Botín increased the scale of Santander through an aggressive series of acquisitions, gaining a reputation for deal-making that soon went beyond Spanish borders.

The purchase of the U.K.'s Abbey National in 2004, a then-rare move by a Spanish company into the British market, was a key step along the way.

Several acquisitions in Latin America have also contributed to Santander's rapid growth, but it was a move in Italy--for centuries a tough market for Spanish businesspeople--that many regard as Mr. Botín's greatest hit, said Nick Anderson, an analyst at Berenberg Bank.

In 2007, Banco Santander made a 50% profit on the sale of Italy's Antonveneta to rival bank Banca Monte dei Paschi di Siena, for EUR9 billion ($11.7 billion)--just a few days after it bought Antonveneta.

The deal was the closing touch to a series of transactions that had resulted in Santander taking over Antonveneta--which it touted as a first step on a planned expansion in Italy that never happened--as part of a combined deal to buy Dutch lender ABN-Amro.

The sheer complexity of the ABN deal, involving several other European banks, the unusual speed with which Antonveneta was bought and sold and the large premium for the deal are all cited by observers as hallmarks of Mr. Botín's business acumen.

Mr. Botín was "a legendary character...[and] a phenomenal deal maker" whose passing marked "the end of an era," Mr. Anderson said.

An avid golfer, one of his daughters was married to golf star Severiano Ballesteros, Mr. Botín was also a big fan of Formula One motor racing, which Santander sponsored, and especially Spanish former World Champion Fernando Alsonso.

Write to David Román at david.roman@wsj.com and Jeannette Neumann at jeannette.neumann@wsj.com

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