The Community, Madrid Destino, and IFEMA will promote Madrid at Formula 1

The Community of Madrid, Madrid Destino Cultura Turismo y Negocio, S. A., and IFEMA Madrid have signed the first addendum to the collaboration agreement for the international promotion of Madrid as a tourist destination, which incorporates the development of the joint action plan for the Destination Signage Package for the 2026 edition. The agreement, signed on September 10, 2026, is published in the Official Gazette of the Community of Madrid (B.O.C.M.) number 242, dated October 10, 2026, in section I.D of Announcements of the Ministry of Culture, Tourism and Sport (reference BOCM-20261010-13). The operation mobilizes 4,500,000 euros and links the Madrid brand to the Formula 1 Spanish Grand Prix.

A 2025 agreement expanded by Formula 1

The three entities signed a collaboration agreement on June 12, 2025, the purpose of which is to improve the tourism positioning of the Community and the city of Madrid in international tourism source markets and to strengthen the Madrid brand abroad. The tenth clause of the agreement allows for its modification through an express agreement of the signatories in an addendum, in accordance with article 49.g) of Law 40/2015, of October 1, on the Legal Regime of the Public Sector.

The Valuation Committee approved on July 27, 2026, the utilization of the rights acquired by IFEMA regarding the Destination Signage Package product, and the Monitoring Commission of the agreement validated the modification proposal on July 29, 2026. IFEMA holds the promotion and organization rights for the Formula 1 Spanish Grand Prix for the 2026-2035 period, according to the contracts signed on November 11, 2023, with Formula One Management (FOM) and Formula One World Championship (FOWC). The addendum is signed by the regional minister Mariano de Paco Serrano, the CEO of Madrid Destino Ángel Martín Vizcaíno, and the president of the Executive Committee of IFEMA Madrid José Vicente de los Mozos Obispo.

Contributions of the parties

• Community of Madrid (Ministry of Culture, Tourism and Sport): 1,900,000 euros including VAT, 42%, charged to sub-concept 44900 of program 432 A; advance payment after signing and guarantee from IFEMA.
• Madrid Destino: 1,900,000 euros including VAT, 42%, as a provision of funds.
• IFEMA Madrid: 700,000 euros, 16%, of which 600,000 correspond to production, assembly, and disassembly and 100,000 to own personnel (1,433 hours).

What the Destination Signage Package includes

The activation package for the tourism promotion of Madrid during the world championship comprises:

• Use of the Formula 1 logo and event images, subject to the minimum presence rule of three teams.
• Brand imagery on a circuit runoff area, on the roofs of pavilions 1 and 2, and on the wall of IFEMA pavilion 12, visible on television.
• Signage at entrances, directional signage, maps, stages, and temporary structures, with a prominent position as a tourism collaborator.
• Four 30-second daily advertisements on the giant screen, from Friday to Sunday.
• A preferential 15% discount on digital advertising on official Formula 1 channels and on static images from the official provider.
• An activation space of approximately 200 square meters in a fan zone for free samples of tourism products.

Validity, control, and return

The addendum expires upon the justification of the actions, which must be presented before December 31, 2026, and includes as a specific cause for early termination the cancellation of the Madrid Grand Prix, with the restitution of non-executed contributions. IFEMA must provide an explanatory memorandum and an external 360° measurement report quantifying the exposure and equivalent economic value on television, streaming platforms, digital press, social networks, and in-person activations.

According to the official 2025 season data collected in the addendum, each Grand Prix gathers an estimated global audience of 71 million viewers; with a conservative scenario of five exposures per viewer, the partnership would generate approximately 355 million potential impacts.

The addendum reinforces the capital’s promotional calendar in a year without prior major international events and opens a window of visibility for the Madrid tourism and hospitality sector before tens of millions of viewers, with the Madrid brand integrated into the television signal of the IFEMA circuit.

Source: Official Gazette of the Community of Madrid (B.O.C.M.), no. 242, October 10, 2026, section I.D Announcements, pp. 111-120 (official reference: BOCM-20261010-13).