New Formula 1 races are no longer judged solely on their place on the calendar, but on the strength of the commercial ecosystems built around them.
From Miami to Las Vegas, promoters have leaned into partnerships, hospitality and brand integration as core pillars of the modern race model, turning events into year-round platforms rather than standalone weekends.
MADRING, which will host the TAG Heuer Spanish Grand Prix from 2026 under a long-term agreement, enters that landscape with early commercial momentum already in place.
Santander has been confirmed as a Founding Partner, while American Express, Ford and Atletico Madrid are among the Local Event Supporters, with further partners expected to be announced in the coming weeks.
The race itself will take place on September 13, with the circuit built around IFEMA Madrid, the city’s major exhibition centre.
The project is being developed with a clear focus on how partners fit into the event from the outset, shaped by both the opportunities and constraints that come with operating inside F1’s global commercial structure.
Building its partner ecosystem is not simply a case of securing brands, but navigating the commercial framework that already exists around F1.
“We have to begin first of all with the local intelligence,” Luis Garcia Abad, General Manager of MADRING, told Sector.
“It is a unique opportunity to show Spanish companies to the rest of the world. Madrid is growing very fast and all the economic indicators are very strong, so it was the right time to bring Formula One here.
“We also have strong links with Formula One from previous relationships, so we had the opportunity to explore this project in a serious way.”
That ambition to reflect local identity sits alongside the realities of F1’s global partner structure, where category exclusivity can limit who can be brought into the event.
“We have very good beer companies in Spain, but we cannot use them because F1 has a global partner with Heineken,” Abad explained.
We need to find the right categories and the right partners that can fit within that structure while still representing Madrid and Spain.
Luis Garcia Abad
“So we have to play carefully. It is not easy to build a sponsor portfolio in Formula One because you have to respect all of the global agreements that already exist.
“We need to find the right categories and the right partners that can fit within that structure while still representing Madrid and Spain.”
That balance between local relevance and global restriction is a defining feature of modern F1 race promotion, requiring organisers to build partner portfolios that complement, rather than conflict with, existing championship agreements.
That process begins with establishing credibility early, both with partners and the wider market, particularly in a project of this scale.
“We already have a contract properly signed with Formula One, so we approached our sponsors with something real,” added Abad.
“It is very important to deliver realities, not just promises. When you are starting a project like this, partners need to see that everything is confirmed and that the project is moving forward in a solid way.”
That credibility is then translated into how partners are hosted and engaged during the event itself, where the focus shifts from securing agreements to delivering actual commercial value.
With hospitality and client experience playing an increasingly central role in partnership decisions, the ability to offer a controlled, high-quality environment becomes a key differentiator.
At MADRING, that environment is built around existing infrastructure, allowing for greater consistency in how partners are integrated into the event.
“We already have a space that is prepared to deliver this kind of experience,” Abad explained.
“With the right access, the right facilities and the right environment, we can create something that is very effective for partners.
“We have buildings, we have infrastructure, we have all the services already in place, so we can focus on how we use that space. It allows us to combine sport and business in a way that is quite unique.”
That approach is already translating into early commercial traction, with further partner announcements expected as the project develops.
With a long-term agreement in place, MADRING is not operating on a short-term event cycle, but building a partner ecosystem designed to evolve over time.
“We are growing step by step,” Abad concluded.
“We already have a strong group of partners confirmed for the first race, but we still have time to continue building the portfolio.
“There are different categories that we will develop, and we want to make sure that each one fits properly within the Formula One ecosystem.
“Our contract is long term, so we are not thinking just about the first year, but about building something consistent over time.”
