Who was Ignacio Sánchez Mejías?
15 de January de 2026
The image of San Isidro 2025 floods Madrid through the eyes of Valero Rioja and its powerful visual campaign, which portrays the protagonists of the season ticket under the slogan ‘Madrid por Montera’.
The Feria de San Isidro is already making its presence felt in the Spanish capital, this year through a powerful visual campaign led by renowned photographer Valero Rioja. From today, striking portraits of the main figures of Madrid’s bullfighting season will adorn kiosks, billboards, and other urban advertising spaces under the slogan “Madrid por Montera“, maintaining a visual style in line with the official poster of the Feria.
Valero Rioja, a celebrated name in fashion photography and a regular collaborator of international brands, is taking on the challenge of capturing bullfighters for the first time. His lens has immortalised Alejandro Talavante, Juan Ortega, Emilio de Justo, Pablo Aguado, Tomás Rufo, and rising novillero Marco Pérez, all of whom embody the essence of the world’s most prestigious bullfighting festival. Rioja is also responsible for the photographs of Victoria Federica featured in the official promotional poster.
The promotion of San Isidro 2025 goes far beyond street advertising. Over the coming weeks, the Feria’s image will gain further prominence through print media ads, radio spots, and a strong digital strategy across social media. Additionally, the campaign will extend to city buses and major transport hubs, ensuring maximum visibility across Madrid.
The Feria de San Isidro 2025 will commence on 9 May and conclude on 8 June with the traditional Corrida de la Beneficencia. A week later, on 15 June, the Corrida In Memoriam will take place. Tickets are now available on Servitoro.com, the official sales platform, offering a secure and convenient way to purchase seats online.
Servitoro
