Madrid F1 show stop-in-‘tracks’ MATCH magic



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Spanish F1 Grand Prix with new race hospitality Image: IFEMA

The Fair Institution of Madrid (IFEMA) MADRID has selected MATCH Hospitality to operate the hospitality program for the 2026-2035 F1 Spanish Grand Prix to be held in Madrid (Spain).

‘IFEMA MADRID’ stated that the company will design the products and experiences and will operate the VIP and hospitality areas of the event together with IFEMA MADRID whose ambition is to become the main reference in the championship for the experience offered to the fans. The collaboration agreement between both the entities foresees an investment of 400 million euros over 10 years for the construction, assembly, operation, and marketing of these areas.

The IFEMA MADRID is currently the main trade fair operator in Spain and a leading figure in the events industry at a European level hosting more than 100 trade fairs and 600 events annually with the participation of nearly 40,000 companies and four million visitors annually. Throughout its history and particularly in recent years it has stood out for its dynamism and its constant search for innovation. This has allowed it to lead the world in the re-establishment of activities in the trade fair, congress and meetings sector in the midst of unprecedented challenges.

Its international recognition has positioned it as the main congress venue in Europe hosting recent global events such as the conference of parties (COP)25 (the 2019 United Nations Climate Change Conference, also known as COP25, was held in Madrid, Spain) and the North Atlantic Treaty Organization (NATO – an interGovernmental transnational military alliance of 32 Member States – 30 European and two North American) General Assembly in 2022 which was again held in Madrid.

Zürich (Switzerland)-based MATCH Hospitality is a leader in managing hospitality programs in the world of sport. Since 2007, it has provided premium hospitality products at some of the world’s largest sporting events. MATCH Hospitality has a global network of offices and sales agents across five continents offering the sporting event owners and the rights holders around the world access to clients in the market for exclusive hospitality products.

MATCH Hospitality is the trusted authority in the production, marketing, sales, customer service, and product development of major events with extensive experience and expertise across all markets and in various areas of sport. In particular, in motorsport events it is the marketing entity for the hospitality products of the Formula 1 British Grand Prix, the MotoGP British Grand Prix, the British Superbike Championship, and the new Formula 1 Spanish Grand Prix in Madrid, among others.

London (UK)-based Formula One, commonly abbreviated as F1, is the highest class of international racing for the open-wheel single-seater formula racing cars sanctioned by the International Automobile Federation (FIA).

Paris (France)-based the International Automobile Federation (FIA) is an international organization with two primary functions surrounding use of the automobile. Its mobility division advocates the interests of the motoring organizations, the automotive industry and the motor car users in the fields of road safety and traffic circulation. The sport division is a governing body for many international motorsport championships and disciplines including Formula One.

The Spanish Grand Prix is a Formula One motor racing event currently held at the 140,700-capacity Circuit de Barcelona- Catalunya in Barcelona, Catalonia, Spain. The race is one of the oldest in the world still contested celebrating its centenary in 2013. The race had modest beginnings as a production car race.

The Spanish Formula 1 Grand Prix is set to take place in Madrid (Spain) from 2026 to 2035 and will also feature the FIA Formula 2 (the penultimate step for the brightest young talents in motorsport as they try to make it to Formula 1) and the FIA Formula 3 (a third-tier international single-seater racing) Championships.

The F1’s return to Madrid will take place in 2026 and will extend over a period of 10 years until 2035. The project presented by IFEMA MADRID to F1 to become the headquarters and promoter of the Spanish Grand Prix has used as fundamental arguments its proven capacity to host major world events, its organizational flexibility, its financial solvency, and the versatility, equipment and perfect location of its venues among other important competitive advantages. The Grand Prix will exceed F1’s sustainability requirements with the proposal of a carbon-neutral event completely aligned with F1’s sustainability, diversity and inclusion policy.

‘IFEMA MADRID’ further stated that IFEMA MADRID and MATCH Hospitality have agreed to combine their capabilities for the full and exclusive operation of the VIP and hospitality areas of the Spanish F1 Grand Prix to be held in Madrid between 2026 and 2035. This commercial collaboration which includes a commitment by MATCH Hospitality to invest 400 million euros to develop the hospitality program for this sporting competition includes defining the event’s hospitality strategy and products as well as marketing the various packages and unique experiences in all markets around the world including the production of premium spaces and services such as catering and access to exclusive areas.

IFEMA MADRID’s decision to partner with MATCH Hospitality has valued the operator’s proven international experience in the development and commercial distribution of packages and experiences at major sporting events such as the FIFA World Cups™ (with Qatar in 2022 and the FIFA Women’s World Cup™ Australia and New Zealand 2023 as the most recent examples), the Formula 1 British Grand Prix, the MotoGP British Grand Prix or the Association of Tennis Professionals (ATP) Finals in London.

Within the framework of Formula 1 it has marketed all the hospitality programs of the British Grand Prix at the 1,60,000-capacity Silverstone Circuit in England (UK) since 2019 with notable success results which has tripled the number of clients of these programs.

This extensive experience of MATCH Hospitality in the sports industry combined with the knowhow of an entity such as IFEMA MADRID which throughout its history has demonstrated its solid position as one of the most relevant managers of trade fairs and events capable of hosting global events such as COP25, or the NATO Assembly 2022, as well as organizing some of the most important international trade fairs in Spain reinforces the ambition of turning the 2026-2035 F1 Spanish Grand Prix into a reference on the international circuit particularly on the European continent.

In this sense, the 2026-2035 F1 Spanish Grand Prix is conceptualized and designed specifically to enhance the experience of the teams participating in the competition as well as the F1 fans delving deeper into the development of a new paradigm that combines sport and spectacle offering a memorable event.

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