What: El Corte Inglés renews its partnership with the Royal Spanish Tennis Federation to support Spanish tennis and promote the Davis Cup playoff in 2025.

Why it is important: This renewal reflects El Corte Inglés’s ongoing strategy to build brand value and customer loyalty through high-profile sports partnerships, as seen in recent cultural and sporting sponsorships.

El Corte Inglés has extended its partnership with the Royal Spanish Tennis Federation for another year, reinforcing its commitment to Spanish tennis during a pivotal season that includes the Spain-Denmark Davis Cup playoff in Marbella. By leveraging its prominent shopping centres in Madrid and Andalusia to promote the event, the retailer strengthens its role as a key supporter of national sports. This collaboration is not only a testament to El Corte Inglés’s loyalty to the sport but also a strategic move to deepen its connection with Spanish society, fostering experiences that unite fans and the national team. The partnership is emblematic of the company’s broader approach to community engagement and experiential marketing, using major sporting events to enhance customer loyalty and brand perception. Such initiatives underscore El Corte Inglés’s ambition to remain at the forefront of retail by integrating cultural and sporting values into its business model, ensuring c ontinued relevance and resonance with its customer base.

IADS Notes: El Corte Inglés’s renewed sponsorship of the RFET aligns with its broader strategy of cultural and sports engagement, as seen in its support for the Fallas festival (28 February 2025, Press Release), the San Silvestre Vallecana race (11 October 2024, Press Release, and its strong brand reputation highlighted in the EY Retail Performance Ranking (28 January 2025, Modaes: link). These initiatives are further reinforced by its focus on exclusive experiences and innovative event-driven marketing.

El Corte Inglés renews its commitment to Spanish tennis