Mercedes-Benz and IFEMA sign a strategic collaboration agreement

MERCEDES-BENZ and IFEMA have signed a strategic collaboration agreement within the framework of the leading Spanish Fashion Show, an event organised by Madrid's trade fair body twice a year at Feria de Madrid. This agreement between two leading brands within their respective sectors seeks to promote the international development of the fair, as well as strengthening the German vehicle make's links with the world of fashion and new trends, a strategy it has pursued throughout the rest of the world.

Under this agreement, the German vehicle make will become the Fashion Show's main sponsor, effectively lending its name to the event, in which respect the show will now be known as Mercedes-Benz Fashion Week Madrid, a similar name to the exclusive international fashion circuit that the fair has now become a part of.


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