Madrid has stacked fourteen deals into one weekend. Four of them we can already price

IFEMA signed with Formula 1 to 2035, Match Hospitality put 400 million euros behind the VIP areas and Fever runs ticketing for ten years. Santander, Heineken, American Express and Ford are already scored by 34,000 people on the platform. Here is what the audience does with them, before the first lap.

BoxBoxd

Prepared for Madring 5 August 2026

You are selling a first edition, so there is no attendance figure to quote and no recall to show. Your partners have nothing to renew against either.

Four of the brands on your roster are already scored on our audience, several hundred tests each. That means Madrid can go into its 2027 conversations with a before and an after, rather than a projection.

The commercial map as it stands

Fourteen agreements stand around the weekend of 13 September, three of them running to 2035.

Partner	Role	Term	What it covers
IFEMA MADRID	Organiser	2026 to 2035	Ten year agreement with Formula 1, announced January 2024
TAG Heuer	Race title	From 2026	Formula 1 TAG Heuer Gran Premio de España, announced September 2025
Heineken measured	Local partner, official beer	From 2026, race title in 2028	Beer exclusivity, Fan Zone, takes the race title in 2028
Santander measured	Founding partner	Multi year, from 2026	Announced December 2025, first named partner of the circuit
Match Hospitality	VIP and hospitality	2026 to 2035	400 million euros over ten years, around 20,000 places at 1,300 to 5,000 euros
Fever	Ticketing and experience	2026 to 2035	Chosen by IFEMA to run ticketing for every MADRING event
American Express measured	Official payments	Multi year, from 2025	Card member presale, dedicated ticket route on the circuit site
Atlético de Madrid	Local event supporter	Five years, from 2026	Longest commitment on the roster, the Metropolitano hosts part of the weekend
El Corte Inglés	Local partner	From 2026	Fan Zone at Nuevos Ministerios, integration across the retail network
Ford measured	Local partner	From 2026	Announced with the first wave of local partners
PwC España	Local event supporter	From 2026	Official consulting partner of Formula 1, joined July 2026
Aqualy	Official water supplier	From 2026	Málaga company operating in 40 countries, joined June 2026
Fundación ONCE	Accessibility	From 2026	Accessibility programme announced March 2026
Banco de Alimentos	Surplus recovery	From 2026	Food surplus agreement announced July 2026

Match Hospitality alone carries around 20,000 places at 1,300 to 5,000 euros a seat, which puts one edition of the hospitality programme somewhere between 26 and 100 million euros of gross revenue. That is the part of the weekend with the most to prove and the least to prove it with.

The one number your founding partner should see

We show a blurred sponsor logo with no name attached and ask three questions in order. Name the brand. Name the team. Say where it stands on the car. 6,391 tests across the 2026 season, on a platform of 34,000 people.

Santander wins the first two outright. 99% name it, 97% attribute it correctly, both at the very top of the index.

Gatorade

72.9%

Honda

52%

Allwyn

47.9%

Vodafone

43.9%

TeamViewer

42.2%

Santander

38.4%

Marlboro

31.8%

Oracle

28.1%

Jim Beam

21.3%

Tommy Hilfiger

15.4%

Everyone knows the bank. Fewer than four in ten can locate it. That gap is what a renewal conversation is really about. Nobody in the market currently puts a figure on it.

Carlos Sainz lifts that number by seventeen points

You built the launch around him. His audience is 771 people on the platform and it reads your founding partner better than anyone else.

38.4%

Whole panel. 797 tests.

55.6%

Audience of Carlos Sainz. 27 tests.

It holds across his set. He stands above the panel on six of eight brands and below on the two his audience has least exposure to. That is an ambassador effect you can price, not a reach number.

Brand	Sainz audience	Panel	Gap
Gatorade	87.5%	72.9%	+14.6
Honda	66.7%	52.0%	+14.7
Vodafone	62.5%	43.9%	+18.6
Santander	55.6%	38.4%	+17.2
Marlboro	48.1%	31.8%	+16.3
Allwyn	40.0%	47.9%	-7.9
Oracle	25.9%	28.1%	-2.2
TeamViewer	18.2%	42.2%	-24.0

Placement question only. Per brand bases run 8 to 27 tests, so read the pattern rather than any single line.

Two title handovers fall on this race. Neither has ever been measured

TAG Heuer titles the weekend from 2026, having taken the championship timekeeper role from Rolex in 2025. Heineken takes the race title in Madrid from 2028. Two names change hands on the same property inside three seasons.

 

Timekeeper, Rolex to TAG Heuer

Rolex held it 2013 to 2024. Rolex entered our rotation on 3 August 2026, TAG Heuer follows. Neither has ever been on a car.

 

Race title, TAG Heuer to Heineken in 2028

Two editions to build a baseline on the outgoing name before the incoming one takes over. Heineken is already in the index.

A title handover is the one moment where a rights holder is asked to prove what the name was worth. Neither of these will have a reading unless somebody takes one now.

The same applies to La Monumental. It is the longest banked corner on the calendar, it leads every piece of communication you have published since March. It carries no brand name. Corner naming is ordinary inventory in other sports and under sold in this one, because nobody can prove a corner brand gets read. Exposure reports count camera seconds. Our third question tells you whether someone leaving the circuit could name whose corner it was.

Madrid has more people wanting to come than planning to

12,150 people on the platform declared their plans across the twenty four rounds. Madrid stands at 99 interested against 60 planning. Barcelona is the other way round, 104 planning against 96 interested.

Desire ahead of intent is normal for a race nobody has been to. It is also the only number you can change before September. It is also the one Match Hospitality and Fever will both be judged on.

One thing in your favour. Barcelona holds the best race rating of the 2026 season at 3.63 out of 5 across 1,161 responses. An audience that goes racing in Spain leaves satisfied.