Two iconic Catalan brands, Mango and TOUS, have become key sponsors of the 40th edition of the Premios Goya, Spain’s most prestigious film awards, marking a significant cultural milestone as the ceremony returns to Barcelona on February 28, 2026.
This collaboration highlights the city’s deep ties to cinema and design, with both companies leveraging their Barcelona roots to support the anniversary celebration organized by the Academia de las Artes y las Ciencias Cinematográficas de España. The gala will take place at the Auditori Fòrum of the Centre de Convencions Internacionals de Barcelona (CCIB), hosted by actors Luis Tosar and singer Rigoberta Bandini.
Mango, the Barcelona-based fashion giant founded in 1984 and operating in over 120 markets, steps into the role of main sponsor for the first time in its history. The partnership aligns with the company’s strategic “4E” plan, particularly the “Elevate” pillar, aimed at enhancing brand positioning through cultural and creative associations.
Doris Casares, Global Chief Communications and Corporate Affairs at Mango, stated: “With this collaboration we want to highlight Spanish cinema in the context of its most important celebration, which this year will take place in Barcelona on the occasion of the 40 years of history of the Goya Awards. Through this initiative Mango reaffirms its commitment to fashion and culture, as well as its historical link with the city that saw us born and that is now an essential part of our identity and our DNA.”
As part of its sponsorship, Mango will ensure prominent visibility on the red carpet, dressing various film industry personalities, ambassadors, and friends of the brand in evening wear from its collections.
The company will also launch promotional activations, including special decorations in its most iconic Barcelona stores featuring the official Goya Awards iconography, social media campaigns, and surprises for shoppers. These efforts aim to bring the festival atmosphere closer to the public and reinforce Barcelona’s role as a cultural hub.
Complementing Mango’s fashion focus, TOUS has been named the official jewelry sponsor and a key patron of the event. The Manresa-headquartered luxury jewelry brand, renowned for its craftsmanship, will extend its involvement beyond the gala itself. Anna Sió, Marketing & Communications Director at TOUS, emphasized the shared values: “Cinema and jewelry share a vocation for creativity, craftsmanship, and the ability to move people. Joining the Goya family in such a symbolic anniversary is a pride and a unique opportunity to celebrate the talent of our cultural industry.”
TOUS is transforming its flagship CASATOUS store on Passeig de Gràcia 99 into “The TOUS Room,” a temporary open cinema space screening four short films throughout February: Cura Sana by Lucía G. Romero, Blava Terra by Marine Auclair, and I’m Too Busy by Carmen Aumedes. Additionally, the brand is supporting a large-scale urban photographic exhibition at Les Glòries from February 4 to March 1, 2026. The display chronicles the history of the Goya Awards, featuring iconic moments and Spanish film talent, to engage the city’s residents and visitors in the anniversary festivities.
The dual sponsorship by Mango and TOUS underscores a strong Barcelona accent for the 40th Goya Awards, returning to the city after 25 years. Both brands, deeply embedded in Catalan identity, are contributing to initiatives that extend the celebration beyond the ceremony, including public activities like exhibitions, screenings, and urban activations. This approach not only celebrates four decades of recognizing Spanish cinematic excellence but also bridges fashion, jewelry, and film culture, drawing crowds to Barcelona during a landmark year for the industry.
The nominations for the 2026 Goya Awards have already generated buzz, with films like Sundays by Alauda Ruiz de Azúa leading the pack. As the countdown continues, the involvement of Mango and TOUS promises to add glamour, creativity, and accessibility to what promises to be a memorable edition of Spain’s equivalent to the Oscars.
Discussion about this post