IFEMA MADRID appoints Fever to elevate the fan experience

New York – Madrid, 9 September 2025 – IFEMA MADRID, has selected Fever, a leading technology platform for culture and entertainment, to help the promoter deliver the fan experience for events held at MADRING.

Under this long-term agreement, Fever will provide ticketing technology, demand generation and marketing for both general admission and grandstand seating. The company will also be responsible for the design, production and management of fan zones and entertainment activities across MADRING circuit and surrounding areas.

Technology beyond ticketing: a seamless journey for fans

Fever will deploy its fully integrated ticketing system, designed to enhance every stage of the spectator journey — from purchase to event day. Key features will include interactive maps of the circuit and fan zones, multilingual support, cashless payments, and advanced analytics to optimize sales and operations.

In addition, leveraging its international media network and proprietary technology, Fever will implement global marketing and communications campaigns to reach and attract a wide, diverse audience.

Immersive fan zones, live entertainment and city-wide experiences

As part of its remit with IFEMA MADRID, Fever will design and deliver a comprehensive program of fan-focused entertainment. This will include fan zones, artistic and musical programming, as well as the installation of grandstands, giant screens, food and beverage areas, MADRING merchandise outlets and interactive spaces.

The services will include concerts, DJ sessions, live shows and other special performances, offering visitors a dynamic and personalized experience.

Beyond the circuit, Fever may also produce parallel events across Madrid in the run-up to the race — such as exhibitions, concerts, brand activations and other cultural experiences — designed to increase visibility, broaden audience reach and generate sustainable new revenue streams.

A commitment to innovation and global reach

Fever’s extensive international experience — spanning more than 40 countries and partnerships with leading cultural and sporting institutions — will play a central role in attracting new audiences to MADRING.

The company has been instrumental in delivering some of the most acclaimed experiences in recent years, collaborating with global leaders such as Netflix, Disney and Warner Bros, as well as with strategic partners in Spain, including Musealia, Primavera Sound, Last Tour and Fabrik.

In the past year, Fever, a company with Spanish roots, has signed landmark agreements, becoming the exclusive ticketing partner of FC Barcelona and LIV Golf, while integrating its technology into some of the world’s most prestigious sporting entities. Fever has also managed ticketing for Spain’s MotoGP Grands Prix and produced fan zones for the Aragón Grand Prix.

Official ticket sales for the Formula 1 Spanish Grand Prix in Madrid will open on September 23rd. However, fans who join the waiting list here starting today will not only receive all the latest updates on tickets and experiences, but also enjoy early access to the sale.

About Fever

Fever is the world’s leading technology platform for culture and entertainment, inspiring more than 300 million people each month to discover and enjoy the best experiences in over 40 countries. With a mission to democratize access to culture and entertainment, Fever helps its global community uncover unique experiences — from immersive exhibitions and sporting events to interactive performances, concerts and festivals — while equipping brands and creators with the technology and data needed to develop and scale new cultural and entertainment projects worldwide.

About IFEMA MADRID

IFEMA MADRID is Spain’s leading trade fair operator and a prominent force within the European events industry. Each year, it organizes over 100 trade fairs and 600 events, attracting nearly 40,000 companies and four million visitors. Throughout its history – and particularly in recent years – it has been distinguished by its dynamism and ongoing commitment to innovation. This has enabled the institution to take a pioneering role in the global recovery of trade fairs, congresses and meetings in the face of unprecedented challenges. International recognition has consolidated its position as Europe’s foremost convention centre, hosting major global events such as COP25 and the NATO Summit in 2022. IFEMA will also host the Formula 1 Spanish Grand Prix at MADRING under a ten-year agreement running until 2035. IFEMA MADRID will act as both host and promoter of the Grand Prix, standing out for it