Formula 1 Madrid: Turning a Global Sporting Moment into a Loyalty Opportunity for Retail
Formula 1 Madrid 2026 highlights a major commercial opportunity for retailers and supermarkets. From increased traffic and spending to loyalty activations and brand-building, the event shows how F1 can turn a global sporting moment into a powerful customer experience.
Alberto Montero
The core concept.
Formula 1 Madrid 2026 highlights a major commercial opportunity for retailers and supermarkets. From increased traffic and spending to loyalty activations and brand-building, the event shows how F1 can turn a global sporting moment into a powerful customer experience.
A high-value audience with strong spending power
Formula 1 in Madrid, held at the MADRING circuit from 11–13 September 2026, generated an estimated economic impact of €467 million and supported 8,850 jobs.
The event welcomed around 345,000 attendees, with 45% coming from international markets. Average spending was estimated at €600 for domestic visitors and around €950–1,000 for international visitors, excluding tickets and accommodation.
The sectors that benefited most were hospitality, nightlife and leisure, transport, commerce and retail. This confirms the profile of a high-spending audience with a strong willingness to spend on experiences and event-related products.
What the opportunity means for supermarkets
For supermarkets and retailers, this creates several clear opportunities.
Stores in high-flow locations, especially near the circuit, hotels and transport hubs, can benefit from increased traffic during Grand Prix week.
There is also potential for a higher average basket, driven by greater consumption of convenience products, snacks, beverages and ready-to-eat food before and after the event.
At the same time, Formula 1 creates opportunities for themed activations, including special product collections, dedicated in-store displays, points or stamp mechanics, and cross-promotions with sponsoring brands.
Building brand equity and loyalty around F1
There is also a strong brand-building opportunity. Associating a retail chain with a premium, globally visible event can reinforce brand equity and create relevance with both local consumers and international visitors.
Loyalty programmes can add another layer through geo-targeted segmentation, personalised offers for Grand Prix attendees and post-event retargeting campaigns.
In terms of brand recognition, Banco Santander remains one of the clearest examples of the impact Formula 1 can have. Through its historic F1 activations, the brand significantly increased its awareness in the UK and reported strong returns on its investment.
Other brands, including El Corte Inglés, American Express, Ford and Heineken, are also using the Grand Prix as a platform to connect with this audience.
The opportunity for retailers is especially relevant because F1 fans tend to view sponsors positively, while younger audiences show a strong willingness to engage with brands associated with the sport.
This opens the door to in-store activations, collections, points and stamp mechanics, hospitality experiences and CRM campaigns, all with the potential to drive both short-term sales and longer-term brand awareness.
From Formula 1 excitement to a retail loyalty experience
At KLR, we have already brought this approach to life with Intermarché Poland and Oracle Red Bull Racing.
The “Travel Like a Champion” campaign connected everyday shopping with the excitement of Formula 1 through an exclusive product collection, a loyalty mechanic and the opportunity to win tickets to the 2026 Spanish Grand Prix in Madrid.
It is a clear example of how retailers can use the emotional power of Formula 1 to create engagement, increase participation and turn a major sporting event into a longer customer journey.
Explore the full Intermarché Poland x Oracle Red Bull Racing case study →