Outdoor advertising around the Madrid Formula 1 Circuit: 7 reasons to maximise your impact at the 2026 Spanish Grand Prix

From 11 to 13 September 2026, Madrid will host the Formula 1 Spanish Grand Prix at MADRING, the new urban and hybrid circuit running through IFEMA and Valdebebas, with a total length of 5.4 kilometres.

An event of this scale creates exceptional advertising opportunities. One such opportunity is the outdoor advertising assets at the Valdebebas Transport Interchange, where CleceOOH exclusively markets premium outdoor advertising formats with maximum visibility. Spectacular Marketing, Urban LED Digital Screens and a Digital MUPI Network make up a high impact advertising communication ecosystem.

If you are considering investing in outdoor advertising around Formula 1, here are seven reasons from the perspective of efficiency, reach and brand positioning.

1. WHAT OUTDOOR ADVERTISING ALTERNATIVES EXIST WITHIN THE FORMULA 1 ECOSYSTEM?

FOM protects the inside of the circuit through sector exclusivity agreements, excluding entire categories such as automotive, watchmaking, banking, airlines and more.

However, there are other alternatives and clear opportunities from a media planning perspective.

Outside the circuit, you can launch outdoor advertising campaigns, experiential marketing initiatives or high impact activations, reaching the same audience as official sponsors. Without creative restrictions, without sector limitations and with an optimised investment.

Clece OOH’s large format advertising assets at the Valdebebas Transport Interchange allow brands to capitalise on this opportunity by maximising visual reach and brand awareness in a high attention environment.

2. VALDEBEBAS ACCESS TO THE MADRID FORMULA 1 CIRCUIT: POTENTIAL REACH OF UP TO 85% OF ATTENDEES

Attendance estimates suggest that around 120,000 ticket holders and approximately 160,000 people in total will gather around the northern access area, the Valdebebas Transport Interchange. This represents a high value advertising opportunity.

Along its surrounding avenues, Clece OOH manages a Premium Outdoor Advertising network featuring its Digital MUPI circuit, a 50 m² Urban LED Large Format Screen and its exclusive Spectacular Marketing displays.

Together, these assets provide a total advertising surface of 1,670 m², comprising key touchpoints throughout the visitor journey, from public transport to the venue entrance and exit.

3. OUTDOOR ADVERTISING BECOMES MEDIA CONTENT

Outdoor advertising around Valdebebas goes beyond the on site audience. Its reach is naturally amplified through television, social media and digital channels associated with the event, generating extended exposure.

Television coverage of the Grand Prix reinforces this visibility through helicopters and aerial cameras that showcase not only the race itself but also the surrounding urban environment.

In this context, the Valdebebas Transport Interchange, thanks to its distinctive architecture, becomes a highly recognisable landmark within the broadcasts, integrating outdoor advertising into the visual narrative of the event.

This is further strengthened by pre and post Grand Prix coverage, including news reports, feature stories and digital content in which the urban setting plays a prominent role.

Overall, outdoor advertising in Valdebebas acts as an impact multiplier, extending far beyond direct audience contact and becoming a long reach communication asset.

4. WHEN SHOULD YOU INVEST IN OUTDOOR ADVERTISING OUTSIDE THE FORMULA 1 CIRCUIT?

Inside the circuit, advertisers compete in an environment of extreme visual saturation, where recall is diluted by multiple competing stimuli.

By contrast, outdoor advertising assets surrounding the circuit offer greater visual dominance, lower advertising clutter and higher cost per impact efficiency.

For marketing departments focused on reach and investment optimisation, this approach is highly competitive.

Moreover, the Grand Prix extends well beyond the race itself. MADRING will host parallel activities and attract thousands of visitors without race tickets who will travel to Valdebebas.

The following table summarises the key differences:

5. THE EVENT DOES NOT END AT THE CIRCUIT. IT CONTINUES ACROSS THE CITY

Sporting activities at MADRING finish by mid afternoon. Urban activity, however, intensifies.

This is when visitors head towards restaurants, leisure venues and social spaces, including the experiential marketing locations offered by CleceOOH just 200 metres from the circuit’s northern entrance, creating new opportunities for brand impact.

The digital and illuminated advertising assets of Clece OOH operate continuously, enabling time based campaign planning and dynamic impact optimisation, helping brands connect with audiences in moments of greater receptiveness.

Campaigns on these formats continue generating valuable impressions throughout the day, extending the effectiveness of the investment.

6. WHAT TYPE OF AUDIENCE REGULARLY PASSES THROUGH VALDEBEBAS?

Valdebebas attracts a highly valuable audience profile for both national and international brands.

Source: Public estimates for Formula 1 Madrid.

7. WHAT EXPERIENTIAL ACTIVATION OPPORTUNITIES DO CLECE OOH’S OUTDOOR SPACES OFFER?

Clece OOH’s Special Projects Department provides a fully integrated service for any outdoor space requirement, just 200 metres from the northern entrance to the Madrid Formula 1 circuit.

• Agencies can deploy high impact activations such as vehicle showcases, temporary installations, street marketing, food and beverage areas, gastronomic experiences, product sampling zones and pop up stores.
• Campaigns can also integrate digital content and dynamic signage. Dynamic QR codes help connect the physical environment with digital platforms, directing traffic to points of sale, branded environments or dedicated experiences.

The Valdebebas Transport Interchange offers a unique environment to combine reach, brand experience and conversion.