The Luxury Watches Brand Tag Heuer has made the Naming Rights of the Formula 1 Spain Grand Prix, which will take place in Madrid between September 11 and 13, 2026. In this sense, the Swiss company, part of the LVMH group, will be a hosting sponsor of the competition that will be held in Madring, the circuit that is being built in the capital around the IFEMA Fairgrounds.
With this initiative, the brand extends its collaboration with the automobile tournament, since in the 2025 season it exercised as the official timer of this sport after a global ten -year agreement between LVMH and Formula 1.
To publicize the movement, last Saturday, September 13 at 3pm, exactly one year after the start of the race, Tag Heuer has activated a giant clock in one of the departures of the Sun Metro station, thus starting an countdown of 365 days until the beginning of the Grand Prix.
To accompany the announcement, it also developed a series of street marketing actions, including the installation of a giant town helmet in another of the subway tickets at the Puerta del Sol. Likewise, it also carried out a Flashmob, starring a group of dancers dressed in black, with traditional manila helmets and shawls.
The choreography, with Spanish inspiration, is, as the organizers of the competition have transferred, a sample of the will and ambition of the Grand Prix for becoming a celebration throughout the city, and in an invitation to everyone to live the emotion of Formula 1.
In addition, Madring has already launched a communication campaign to announce the start of ticket sales for the Grand Prix. “Be the First”, (Be the first) that invites motor racing fans to be the first to get a career ticket, has been developed by the Annie Bonnie agency.
It should be remembered that Annie Bonnie was awarded in May of the contest convened last March by IFEMA to assume the communication and digital strategy services of Madring.
The campaign resorts to some milestones of humanity, such as the arrival on the moon or the discovery of America, to point out the return of Formula 1 to Madrid as a historical event. Communication also plays with the essence of the competition, since the goal of the pilots is to be the first.
Likewise, the piece appeals to the emotion and the pioneering character of the audience, since although the Madrid Grand Prix will be played until 2035, there will only be an opportunity to live the first edition.
