Image: FIA Formula E.
Lights Out:
Formula E and CUPRA have locked in a major strategic partnership, naming the Spanish performance brand as the Title and Founding Partner of the inaugural 2026 Madrid E-Prix. The race is set to electrify the historic Circuito de Madrid Jarama-RACE on Saturday, March 21, 2026.
Attack Mode:
This deal cements CUPRA’s role in bringing the ABB FIA Formula E World Championship to the Spanish capital, joining an elite roster of European host cities. It amplifies the brand’s mission to push electric mobility from the streets to the racetrack, showcasing high-performance EVs to a broader audience.
Telemetry Data:
- Home Ground: The event marks Formula E’s arrival in Madrid, adding it to a calendar that includes global hubs like Monaco, Tokyo, and London.
- Trackside Takeover: CUPRA will deploy high-impact branding, immersive AR broadcast tech, and a major presence in the Fan Village.
- New Metal: The activation includes the option to supply official course cars and showcases the upcoming all-electric CUPRA Raval, set for its world premiere in 2026.
Team Radio:
“The arrival of Formula E in Madrid represents a new benchmark for Spain,” says Markus Haupt, CEO of CUPRA. “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.”
Grid Position:
CUPRA isn’t new to the paddock. Their CUPRA KIRO racing team is already a competitor. By backing their home race at the modernized Jarama-RACE circuit, they’re doubling down on the link between track innovation and consumer EVs, positioning the Raval as a pivotal model for the Volkswagen Group’s electric future.
Source: Formula E press release.
Gallery
