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IFEMA and Iberia seal a strategic alliance to promote Madrid as one of the world's great cities for fairs and congresses

The collaboration as official partner of IFEMA means significant discounts for participants at fairs and congresses, on flights operated by Iberia

This alliance will be reinforced during 2020, after more than twenty years of collaboration between both companies

25 Feb 2020

After more than twenty years collaborating on different programmes and initiatives, IFEMA and Iberia have come together to promote Madrid as one of the world's main cities for fairs and congresses, providing connectivity - a union that will be reinforced during 2020. The agreement was signed by Eduardo López-Puertas, CEO of IFEMA, and Luis Gallego, chairman of Iberia.

It is a strategic alliance through which Iberia becomes a partner as the Official Airline of IFEMA, whose institutional character lends transversality to all IFEMA activity. It is aimed at providing value to fairs and events, as well as to participating groups of exhibitors and visitors, by facilitating connectivity between destinations and with it, attendance at each of the scheduled appointments in its 2020 calendar.

Likewise, the agreement has been extended to other actions within the framework of the main IFEMA events. This is the case of FITUR, a fair in which Iberia has traditionally maintained a close relationship with IFEMA as one of the major air operators in the tourism sector. Iberia occupies the chair of the Organising Committee of FITUR, a representation that it has held since the beginning of the International Tourism Fair of Madrid as the main airline in Spain and one of the most important in the world. Likewise, it sponsors 50% of air transfers for professionals and journalists attending the International Tourism Fair of Madrid.

Another point on which Iberia's sponsorship is focused is the fashion world. Since 2018, it has been part of this sector, with its presence on the main Spanish design platform, Mercedes-Benz Fashion Week Madrid, through the company's VIP Lounge. Also being involved with the activation of impact initiatives, at the last edition, with the presentation of their new uniforms designed by Teresa Helbig, which first paraded on the biggest stage to promote Spanish fashion.

For its part, ARCOmadrid is another of IBERIA's great sponsorship collaborations. Its affinity with Contemporary Art, has led it to generate interesting content at the fair, in addition to promoting in this next edition the Dialogue Awards, aimed at helping an artistic project of the Fair, and aligning with the objectives of supporting art creation. With this, the next edition of ARCOmadrid, which will be held from February 26 to March 1, organised by IFEMA, will have a significant contribution from Iberia, whose area will be located in the connection nucleus of Halls 7 and 9.

Two initiatives for two environments, fashion and art, in which Iberia has found an ideal scenario to promote one of its great projects "Talent on board", with which it promotes Spanish talent in its different manifestations.

Finally, and recently incorporated, the 1001 Weddings (1001 Bodas) fair will feature Iberia as a sponsor at its next event, in a sector that generates a high volume of air activity for wedding trips.

In the words of Eduardo López-Puertas, “both companies have wanted to deepen the collaborative relationship that we have kept alive for years, to join efforts and generate value in business tourism, both for companies and professionals who participate in IFEMA events. An alliance in which we have woven a network of transversal proposals that also bring notoriety to Spain's premier airline”.

For his part, the chairman of Iberia, Luis Gallego, pointed out the importance, today, of “strategic alliances, oriented to shared objectives, in this case, internationalisation, business support, generation of wealth and momentum in Madrid, with a partner like IFEMA that constitutes the leading operator of the fair industry of Spain, and one of the great motors and benchmark companies of the economy of Madrid ”.