Metro de Madrid is looking for a marketing agency to manage its store. The public company has launched a framework agreement that aims to hire a marketing company specialized in the conceptualization and development of products and their supplies for the Madrid Metro Store.

The estimated value of the contract amounts to 2.8 million euros (VAT not included) for the two years of the agreement, which would not be extendable. The tender is not divided into lots since, according to the documents published on the Public Procurement Portal of the Community of Madrid, the independent execution of the services could jeopardize the correct execution from a technical point of view and the coordination of the different works.

The tender was published on February 9 on the aforementioned portal, and the deadline for submitting offers or requests for participation will be extended until March 11, which allows one month for companies that wish to apply for the provision of the requested services.

These include the definition of the marketing strategy of the Madrid Metro Store and conceptualization and development of the list of product references; the production and supply of necessary items for physical and online stores; and the possibility of distribution and marketing in other points of sale.

As the specifications point out, the objective of Metro de Madrid is to convert the Metro de Madrid Store into a marketing tool aimed at reinforcing the perception of the transport brand and the service it provides among travelers. To do this, the strategy proposed by the agencies must reinforce the attributes of Metro de Madrid, which they point out are speed, innovation, modernity, cleanliness, sustainability and accessibility; and strengthen the connection with the city.

In this sense, the proposal must include the definition of the positioning of the Metro de Madrid Store and its product strategy, identifying the targets and conceptualizing a set of product references based on the strategy. The selected agency will be responsible for the design, manufacturing or purchasing, customization and delivery of the products.

According to the specifications, the technical offer will have a weight of 50 points out of 100. Thus, it will evaluate the work organization proposal (20 points) and the experience of the work team (30 points). The economic offer will be valued with 50 points.

The call for the contest, as pointed out by Jaime Ramos, Head of Brand and Events at Metro de Madrid, through LinkedIn, responds to the store’s growth trajectory in recent years. The company, he said, proceeds to the tender “after the success obtained by the latest designs and products marketed, as well as the opening of the new store located at the Ópera station and in the different museum spaces”.

The Madrid Metro Store, as it appears in the specifications, was launched in 1984, and is made up of an online platform and three physical spaces located at the Plaza de Castilla, Sol and Ópera stations. The latter was opened in September 2025. They sell everything from sweatshirts and t-shirts to mugs and tote bags with the station logo.