CUPRA Secures Title Partnership for Inaugural 2026 Madrid Formula E Event
In a landmark announcement, CUPRA has been confirmed as the Title and Founding Partner of the 2026 Madrid E-Prix, a new addition to the ABB FIA Formula E World Championship calendar. The historic race is scheduled for March 21, 2026, at the renowned Circuito de Madrid Jarama-RACE, bringing elite electric racing to the Spanish capital for the first time.
Spain Joins Elite European Formula E Hosts
This development places Spain into an exclusive group of European Formula E host nations, standing alongside prestigious locations such as Monaco, Berlin, and London. Following successful events in the United States, Brazil, China, and Japan, Formula E's expansion into Madrid underscores the championship's global growth and Spain's rising prominence in sustainable motorsport.
The partnership represents a strategic move to enhance electric mobility adoption across Spain, aligning with broader environmental and technological goals.
Comprehensive Fan Engagement and Brand Integration
As the Title and Founding Partner, CUPRA will activate a wide array of engagement rights designed to captivate audiences both on-site and worldwide. Key elements of the partnership include:
- High-impact trackside branding throughout the Circuito de Madrid Jarama-RACE.
- Immersive augmented reality (AR) integrations during broadcast coverage.
- A dedicated presence within the Fan Village at the Madrid E-Prix.
- Exclusive race suite access and provision of official course and electric lap vehicles.
- Showcasing the highly anticipated all-electric CUPRA Raval, set for its official launch later this year.
The CUPRA Raval is particularly significant as the first model in the new Electric Compact Car family from the Volkswagen Group, aimed at making electric mobility more accessible and popular across European markets.
Leadership Perspectives on the Partnership
Formula E Co-Founder and Chief Championship Officer Alberto Longo emphasized the strategic importance of the Madrid event, stating, "Spain's deep passion for motorsports and its rich racing heritage were pivotal in selecting Madrid for the 2026 championship. CUPRA's support has been fundamental, and their role as Title and Founding Partner amplifies our commitment to delivering world-class electric racing to the capital for the first time."
Markus Haupt, CEO of CUPRA, highlighted the broader mission behind the partnership, saying, "Formula E's arrival in Madrid sets a new benchmark for Spain. Collaborating with the Comunidad de Madrid and Formula E, we aim to bring the excitement of premier electric racing to a wider audience. This initiative is a crucial step in our electrification mission, spanning from everyday streets to competitive racetracks. It also marks a key moment for our brand and the CUPRA KIRO racing team as we strive for victories and greater public embrace of electric mobility in Spain."
Carmelo Sanz, President of RACE and FIA Vice President, added, "CUPRA's involvement with Formula E at the Madrid Jarama-RACE Circuit bridges innovation with real-world experience, bringing advanced mobility solutions from competition into public life. The modernized circuit exemplifies how motorsport can honor its legacy while pioneering sustainable and responsible mobility for the future."
Competitive Lineup and Event Details
The Madrid E-Prix will feature ten Formula E teams, including CUPRA KIRO, led by drivers Pepe Martí and Dan Ticktum. Scheduled as Round 6 of the championship, the event promises intense competition and cutting-edge electric vehicle technology on display.
This partnership not only boosts CUPRA's brand visibility but also reinforces Formula E's expansion into key European markets, driving forward the agenda for sustainable transportation and high-performance electric racing.
