The Formula 1 Spanish Grand Prix is revving up with a new sponsor. Swiss luxury watchmaker Tag Heuer was announced as the event’s title sponsor on Saturday, 13 September, during a countdown event at Madrid’s Puerta del Sol. At 3 p.m.—the scheduled start time for the 2026 race—a giant Tag Heuer clock was set in motion.

The agreement, which reinforces Tag Heuer’s historic ties to motorsport, will ensure the brand maintains a prominent presence across all areas of the event. The activation includes exclusive experiences for fans, as well as on-track activities, in line with its role as Formula 1’s official timekeeper from 2025, following the ten-year global agreement signed between LVMH and the championship.

The Formula 1 Tag Heuer Gran Premio de España 2026 will take place from 11

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