Cupra has been named as the title and founding partner of Formula E’s debut race in Madrid on 21st March.
Key details:
- Activations will include trackside branding, augmented reality (AR) broadcast integration, and a dedicated presence within the fan village
- Partnership includes a race suite and the option to supply official course and electric lap vehicles
- Manufacturer will also have opportunity to showcase the Cupra Raval
Context:
Formula E’s visit to Madrid was hailed as ‘the first world championship motorsport event held in the city in 37 years’ when the 2025/26 schedule was announced last year. It will take place just months before Formula One’s new race in the city in September.
As a Spanish manufacturer, the deal deepens Cupra’s association with an event in its home country. Already on the grid through its association with the Kiro outfit, Cupra is ensuring it has a visible presence for Formula E’s visit to Circuito del Jarama. This could be an astute move as the all-electric series’ upcoming switch to Gen4 will see more traditional circuits like Jarama utilised in the future.
Comment:
“Spain’s love for motorsports and racing tradition have been decisive in choosing Madrid as one of the locations for the 2026 ABB FIA Formula E World Championship,” said Alberto Longo, co-founder and chief championship officer of Formula E.
“Cupra’s support has been fundamental and having them on board as the official title and founding partner of the Madrid ePrix amplifies our commitment to bringing world-class racing to the capital city for the first time.”
Markus Haupt, chief executive of Cupra, said: “The arrival of Formula E in Madrid represents a new benchmark for Spain. Together with Comunidad de Madrid and Formula E, we are bringing the thrill and emotion of the world’s most exciting electric racing competition to a broader audience.
“This is another step in our mission to push electrification at every level, from the streets to the racetrack. It is also a key moment for our brand and for the Cupra Kiro racing team.
“We are ambitious: we want to keep winning and we want Spain to embrace electric mobility, and we are convinced that adding Madrid to the Formula E calendar will help us achieve both.”
Go deeper:
- Why 2026 is a defining year for Formula E’s future
- How do you sell sponsorships for a Formula E team? We asked Andretti, Nissan and Porsche
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