The 2026 bullfighting season in Seville promises to be one of the most talked-about in recent decades. The official poster, unveiled within the iconic walls of the Real Maestranza de Caballería, has already sparked a wave of controversy and excitement. This time, artist Georg Dokoupil placed his bet on Morante de la Puebla, selecting him as the central figure for the announcement of all upcoming events at the arena. This decision not only surprised fans but also became a symbol of a new era for Seville’s bullfighting tradition.
Morante’s appearance at the presentation was accompanied by jokes and playful irony about his role as a ‘model’. But behind the scenes, the tension was palpable: the return of the legendary torero after his previously announced retirement caused a real sensation. His words about the great responsibility and expectations for the upcoming spectacle sounded like a challenge to both himself and the public. The new Maestranza promoter, José María Garzón, received a public send-off, and the atmosphere in the hall felt more like a major theatre premiere than a routine press conference.
A creative choice
Gallery owner Fernando Francés, who oversaw the commission, admitted that it was no easy task. It wasn’t just about creating another poster, but about paying tribute to the art of bullfighting and Morante himself, who had recently announced his retirement. According to Francés, Dokoupil worked on a series of canvases before finding the one image he felt perfectly captured the spirit of the torero. The artist himself confessed that he hadn’t seen a more striking figure among contemporary matadors than Morante, prompting a burst of applause in the hall.
The Dokoupil poster will become an integral part of all the season’s visual communications: its image will appear on tickets, programs, posters, and even souvenir products. For Maestranza, this is not just another piece in the collection, but an important element of cultural heritage, to be exhibited in the renowned poster hall throughout the year. In this way, art and tradition are once again woven together, highlighting the unique character of the Seville bullfight.
The Voice of the Festival
Equally significant was the announcement of the new pregonero — the person who will open the season with a ceremonial speech on Resurrection Sunday. In 2026, this honorary role was entrusted to journalist and writer Rubén Amón. He will be introduced by famous television host Juan del Val, and the event itself will take place in cooperation with city authorities. For many bullfighting fans, Amón’s name is associated with insightful analysis and a passion for Spanish traditions, promising to make the upcoming celebration especially memorable.
The tradition of inviting prominent figures to deliver the pregón has deep historical roots. Over the years, this stage has hosted Nobel laureates, acclaimed writers, playwrights, and even politicians. Each brought their own perspective to bullfighting, turning an ordinary event into one of national significance. In 2026, Amón is expected not only to continue this legacy, but also to introduce new perspectives reflecting society’s contemporary challenges and expectations.
Maestranza Collection
The Seville poster collection, started in 1994, has long become the city’s hallmark. Over three decades, it has brought together works by some of the most prominent figures in contemporary art, from Miquel Barceló and Carmen Laffón to Botero and Norman Foster. Each poster is not just an advertisement but a standalone artwork that reflects the spirit of its time and the artist’s individuality. In 2026, Dokoupil’s work was added to this gallery, immediately attracting interest from collectors and art enthusiasts.
Posters that sparked debate and even protests hold a special place in the collection’s history. Some became topics of discussion in the media and on social networks, while others became a source of pride for the organizers. Yet one thing remains unchanged: every year, the Maestranza sets the tone not just for the corrida but also for Seville’s cultural life, turning the poster presentation into a significant event in its own right.
Legends and traditions
Alongside the artistic component, the pregón tradition remains equally important. Over the years, the stage has welcomed personalities such as Carlos Fuentes, Mario Vargas Llosa, Albert Boadella, Arturo Pérez Reverte, and many others. Each has interpreted the theme of the corrida in their own way, adding new nuances to the perception of this ancient art. In 2025, Victorino Martín took the stage, and in 2026 the baton passes to Rubén Amón, sparking lively discussion in cultural circles.
The blend of art, tradition, and modern trends makes the Seville bullfight a unique phenomenon. Here, every element—from the poster to the ceremonial speech—becomes part of a larger cultural dialogue involving not only professionals but also everyday spectators. This combination draws attention to the event, making it significant not only for bullfighting enthusiasts but for all of Spain.
Morante de la Puebla is one of the most renowned and controversial bullfighters of our time. His style, charisma, and ability to captivate the audience have made him a true legend of the Spanish arena. Throughout his career, he has repeatedly announced his retirement, only to return each time, stirring a wave of emotions among fans and critics alike. His participation in the 2026 season campaign has become a symbol of continuity and renewal of tradition, and the choice of Dokoupil as the poster’s creator has further highlighted the importance of his return for Seville’s entire cultural scene.
