Seville Streets Temporarily Renamed for Bullfighters in Advertising Campaign

The company Lances de Futuro launched an advertising campaign on Monday, March 23, 2026, featuring temporary signage in Seville that renamed streets and landmarks with bullfighters' names. The campaign promotes single ticket sales for the 2026 bullfighting season at La Maestranza bullring. José María Garzón, the company's director, stated the campaign centers Seville and connects the city's tradition with bullfighting figures. Ticket sales began on Tuesday, March 24, at the bullring box office and online. The creative concept aims to honor Seville by linking its urban landscape with prominent toreros appearing in the upcoming season.