Just eleven days before the start of the Spanish Formula 1 Grand Prix in Madrid, which will be held in Madrid on September 11, 12 and 13, 2026 and is called Madring, the brands are already presenting their proposals to be linked to one of the most prominent sporting and social events in the capital.

Some already announced their connection to the new circuit months ago, while others have been joining the project over the last few weeks. Among them are global Formula 1 sponsors, linked to the competition for years, as well as new local partners willing to capitalize on the notoriety. impact and interest of the event.

All of them will contribute with products, services or activations to turn the tournament into an experience that transcends the asphalt and the curves already created at IFEMA and on which Scuderia Ferrari has already ridden. And they will also be present in the parallel ecosystem of parallel events that will include musical performances, fanzones, gastronomic areas and other activities.

Tag Heuer and naming rights

As has been known for a year, the Swiss watch brand Tag Heuer has the naming rights of the Spanish Formula 1 Grand Prix, and therefore, gives its name to the circuit: Formula 1 Tag Heuer Spanish Grand Prix. The firm has been linked to the discipline since 1969, when it became the first luxury brand to display its logo on an F1 car; and later, in 1971, it was the first to sponsor a team. Over the last decades he has collaborated with Ferrari, McLaren and RedBull.

Among other things, Tag Heuer, which serves as official timekeeper, installed a giant clock at one of the exits of the Sol metro station, starting a countdown of 365 days until the start of the Grand Prix. He also installed a giant Madring brand helmet at another of the plaza’s subway entrances, and held a flashmob, starring a group of dancers dressed in black, with helmets and traditional Manila shawls.

Banco Santander, founding partner

Banco Santander announced its collaboration with Madring last December, as a “founding partner”, and expanding its extensive footprint in the territory of events and experiences in our country. In addition, it has been the Official Bank of Formula 1 since the beginning of 2025, through its Santander and Openbank brands; and has been linked to sports since 2006, supporting races and teams such as Scuderia Ferrari and McLaren.

Among the actions proposed within the framework of its sponsorship, it has launched contests with the main sports media. Next to Brand created a filter for TikTok and encouraged fans of the competition to share a video to enter the ticket draw; and by the hand of Ace and Cadena Ser has been looking for a Formula 1 content creator.

Heineken 0.0, the official beer

For its part, Heineken will also be linked to Madring as the official beer through its non-alcoholic version, and all within the framework of a global sponsorship of Formula 1 that has been going on for 10 years. It will be present in the main consumption, hospitality and meeting spaces of the circuit, through activations, experiences and entertainment proposals.

Specifically, Heineken will be in the Fan Zone with its own space with exclusive experiences, music and activities that will also be linked to the global campaign “Where there are fans, there are more friends” and that will highlight the ability of sport to connect people. Likewise, as announced, the actions will be aligned with the social environment of Madrid and the Madrid “afternoon.”
On the other hand, it will display bars, service points and other resources.

El Corte Inglés and Madring merchandising

El Corte Inglés acts as local sponsor of the Spanish Formula 1 Grand Prix and also as the exclusive point of sale for official Madring merchandising. The collection, as announced, is available both in its stores and on its digital channels, and includes a selection of products inspired by the circuit and its brand, from t-shirts and hats to totebags, magnets or fans. In total, there are 54 references.

It has three different lines. On the one hand, Classic is inspired by the codes of motorsports and Formula 1; On the other hand, Madrid is linked to the identity of the city and its most characteristic elements. While Drive, as stated in a statement, “brings the Madring universe closer to new generations through a contemporary aesthetic proposal.”

In order to publicize the collection, the department store chain will deploy pop-up spaces specially designed for the initiative, which will be located in the centers of Castellana, Princesa, Campo de las Unidas, Callao, Goya, Sanchinarro and Pozuelo, in Madrid.

Knee and a special edition of packaging

The Rodilla brand is linked to the event as Madring’s official gastronomy collaborator through a limited edition of packaging for its sandwich boxes and the raffle of caps, also limited edition. In addition, on the days of the races Rodilla will be present in the venue’s fanzones offering its product to attendees.

Real Madrid and Atlético de Madrid join Madring

The city’s two main football clubs have also joined the event. Atlético de Madrid, which announced its collaboration at the end of last year, will provide the parking space at the Metropolitan stadium for parking for fans who have purchased their tickets in advance, from where shuttle services will be deployed to the circuit. The club will also have an exclusive hospitality area within the circuit.

For its part, Real Madrid announced its commitment to the project in August and, in the same way, will support the development of the event with its facilities due to the proximity between Real Madrid City and the northern area of ​​the circuit in Valdebebas. Likewise, the club will have a presence in different hospitality spaces.

Aqualy and responsible consumption

For its part, the Aqualy brand will be the official water of the circuit and will be present both with products and with awareness-raising actions about responsible consumption and alternatives to single-use plastic. It has created three 500 ml containers with an exclusive design for Madring, taking its visual identity as a reference. And during the race weekend, Aqualy will be present with a stand offering exclusive experiences and entertainment activities.

Ford returns to Formula 1

After more than 20 years away from competition, Ford returns to Formula 1 as a strategic partner of the Oracle Red Bull Racing team and will be present at Madring. The automobile company has provided a fleet of vehicles to cover operational and mobility needs both during the process of creating the circuit and during the event. In addition, Ford will have a prominent presence during the competition in different areas of Madrid, with brand activations and experiences, as well as its own content.

In addition to all of them, Madring also has the support of American Express as an official payment partner, which is offering exclusive advantages to its customers; with PwC Spain in terms of consulting services, within the framework of the agreement signed in 2025 between the company and Formula 1 at a global level; and with that of Lagain Group, which provides its solutions for the management of organic waste.