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THE LIVE COLLABORATION WIRE
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The Prado's 2025/2026 accessible education programme is conducted with Samsung and includes activities for people and groups connected with diversity.
Real Madrid and Unicaja renewed their sponsorship, continuing Unicaja as official bank and expanding fan products, financing, promotions, meet-and-greets and stadium experiences.
ATP Tour opened its first in-person ATP Store at the 2026 Mutua Madrid Open, featuring co-branded collections with Lacoste, Dunlop, and Palmes and delivery by Levy Merchandising and Winner Italia. ([atptour.com](https://www.atptour.com/en/news/atp-store-announcement-madrid-2026?utm_source=openai))
Iberia has commissioned Spanish fashion designers to create cabin-crew uniforms, including Teresa Helbig since 2020.
AlphaTauri, the premium fashion brand created by Red Bull, became an Atlético de Madrid sponsor and will provide official attire for the club’s men’s and women’s first teams and Atleti B. The club describes the agreement as strengthening its existing collaboration with Red Bull through design, textile technology, and visual identity.
The Real Madrid Graduate School–European University and FIU Business celebrated five years of collaboration within FIU's MBA in Sports Management. The program includes an international Madrid residency, access to executives and facilities, masterclasses and Bernabéu visits.
The Thyssen-Bornemisza’s 2026 performance cycle includes collaborations with AECID, Spanish Cultural Centres, CAAM, LABoral, Festival Ellas crean and The Social Hub.
Iberia and Pegasus Airlines signed a codeshare agreement enabling Iberia customers to connect through Istanbul to Turkish destinations and Pegasus customers to access Iberia-operated destinations in Spain, Portugal and Brazil.
PGA TOUR coverage identifies the Open de España as “presented by Madrid,” evidencing Madrid’s named presenting partnership for the tournament. The 2026 edition concluded on October 11, 2026, in Madrid.
The LEC entered an initial three-year partnership with Euronics Group, including official electronics-retail and supplier status and fan activations at the 2025 Summer Finals.
Marqués de Riscal says it participated in a special premiere for content creators, with its Verdejo and Reserva wines presented in labels designed specifically for the occasion.
Carolina Herrera’s Spring 2026 collection includes collaborations with Sybilla, PALOMO, Casa Seseña, Andrés Gallardo, Marina Casal and Levens Jewels, spanning apparel, capes, porcelain jewelry and handblown glass jewelry.
Stella McCartney partnered with intimate wellness brand maude for a Valentine’s Day 2025 campaign pairing Stella bags with maude pleasure products and offering selected maude products as gifts with purchase at participating Stella stores.
Atlético de Madrid published an official announcement identifying ComAve as a new sponsor.
Lay’s opened a potato-themed restaurant in Shanghai and collaborated with Michelin-starred chef Francesco Bonvini and chef Tian Shuai on a limited-time menu. The same source also documents Lay’s Pilla Tortilla concept in Madrid with Michelin-starred chef Miguel Carretero.
El Corte Inglés joined the 2026 Spanish Formula 1 Grand Prix as a Local Event Supporter and received an exclusive role in developing and selling official MADRING merchandise.
PepsiCo took Lay's beyond packaged snacking through restaurant concepts and chef-created menus in Shanghai and Madrid, including collaborations with Michelin-starred chefs.
Real Madrid named Uber Eats its official delivery partner in Spain through June 2029. The launch includes joint campaigns, digital initiatives, and a Callao pop-up where fans can sample five ReMontaditos recipes inspired by iconic Real Madrid matches.
The Museo Reina Sofía announced a collaboration with IKEA to renew the visitor experience and redesign museum spaces. The project combines the museum's institutional language with Scandinavian design and a domestic, social atmosphere.
The Prado and Reina Sofía signed an agreement to organize the joint exhibition Picasso: Tradition and Vanguard. Fundación Winterthur sponsored the exhibition and the Sociedad Estatal de Conmemoraciones Culturales co-produced it.
Iberia and China Southern Airlines signed a codeshare agreement connecting their Madrid and Guangzhou hubs and expanding access between China, Europe and Latin America.
Amazon Music and Shakira announced a global livestream, Amazon Music Presents: Shakira Live from Madrid, tied to the final stop of her Las Mujeres Ya No Lloran World Tour.
Atlético de Madrid identifies CaixaBank as its financial partner and official sponsor in a strategic collaboration lasting more than two decades. The partnership includes stadium tours, special fan events, preferential season-ticket benefits and support for women’s football.
Massimo Dutti collaborated with AD España during ARCOmadrid, presenting artists Lara Fluxà, Lucía Bayón and Kiko Pérez, with curatorial involvement from Carbajo Hermanos.
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