November 5 – Atlético de Madrid has signed a five-year partnership with IFEMA Madrid to become a Local Event Supporter of the Formula 1 TAG Heuer Spanish Grand Prix, to be staged from 11–13 September 2026 at Madrid’s new Madring circuit.
The deal places Atlético’s Estadio Metropolitano at the commercial heart of the event – hosting the main concert of the Grand Prix weekend and acting as a logistical and hospitality hub, anchoring the event in Madrid’s urban core.
For Atlético, the agreement signals a strategic diversification of its commercial portfolio, connecting with Formula 1’s high-value audience and reinforcing the club’s position within Madrid’s fast-growing sports economy. It also gives them a rare one-up over their city rivals Real, representing their city in the F1 calendar.
The club said the partnership is part of a broader plan to weave sport, culture and entertainment into Madrid’s identity as an international event capital.
During the race weekend, the Metropolitano will serve as an extended venue for the Grand Prix, featuring fan zones, live performances and direct transport links to the Madring circuit – creating a multi-venue experience that looks to blur the line between football and Formula 1.
Atlético will also operate a bespoke hospitality suite within the Madring circuit’s premium section, tailored for partners and members. The red-and-white-branded space will fuse the club’s heritage with the spectacle of F1, offering an elite networking and sponsorship platform designed to deepen relationships with high-value clients.
The Madring circuit is a 5.4-kilometre semi-urban track located five minutes from Madrid-Barajas Airport.
Organisers say they expect 80% of spectators to arrive via public transport, with the event powered by 100% renewable electricity, aligning with F1’s net-zero strategy.
For Atlético, the collaboration reflects a deliberate push into cross-sport partnerships at a time when elite football clubs are increasingly positioning themselves within the broader entertainment ecosystem.
Contact the writer of this story, Harry Ewing, at [email protected]