An event took place in Madrid that could become a turning point for all of Spanish bullfighting. This year’s San Isidro gala exceeded expectations: instead of the usual unveiling of posters, the audience witnessed a large-scale multimedia show where the main protagonists were not only the bullfighters but also the new generation of spectators. For many Spaniards, this is more than just a celebration — it is about preserving cultural identity and seeking new paths for the tradition to evolve.
The impressive scale of the event immediately set the tone for the evening. Giant screens, dynamic videos, spectacular staging, and the presence of leading figures from the bullfighting world created an atmosphere of true festivity. Yet, despite all the technological innovations, it was the words and emotions of the participants that made the evening special. The usual formality was replaced by a lively dialogue about the future and the meaning of the fiesta itself.
In the spotlight
The central figure of the evening was Roca Rey — his image graced the main poster, and he became a symbol of change. For several years now, the organizers have chosen not just famous bullfighters for the poster but those able to attract a new audience. This time, the focus was on youth and a fresh perspective: Roca Rey appeared on the poster in an unusual look — in a suit but with a bare chest, which sparked heated debates and obvious excitement among young people.
Among the guests were both recognized masters and newcomers just beginning their journey in bullfighting. Special attention was drawn to Borja Jiménez’s performance, who unexpectedly challenged Roca Rey, inviting him to take part in the autumn Feria de Otoño in 2026. This moment became one of the most talked-about: the audience held its breath awaiting a response, but Roca Rey chose to remain silent, leaving the intrigue for the future.
Change of generations
The organizers focused on attracting young spectators and supporting new talent. Young fans, aspiring toreros, and seasoned arena veterans took to the stage together, symbolizing continuity and hope for the future. A photograph of this moment instantly went viral on social media, becoming a kind of manifesto: bullfighting is open to all who are ready to face its challenges.
The participants’ speeches played an important role as well. The Mayor of Madrid emphasized the significance of the Feria de San Isidro for the city and the whole country, noting that such events foster social unity and support the regional economy. His remarks resonated with many in attendance, since for Madrid, bullfighting is not just a show but a part of urban life.
Sharp statements
A special highlight was the speech by Mariló Montero, who openly spoke about the pressure faced by supporters of bullfighting and the need to protect freedom of choice. Her words provoked a strong reaction in the audience: the clash between tradition and modern views on animal rights remains one of the most heated topics in Spanish society. Montero emphasized that it is not just about bullfighting, but about every Spaniard’s right to their own opinion and way of life.
Roca Rey shared a personal story: he spoke about his first appearance in the arena, his inner struggle, and his pursuit of excellence. His honesty and emotion made a deep impression on the audience, serving as a reminder that behind the glittering costumes and applause lie hard work and dedication.
New directions
Rafael García Garrido, head of the organizing company, announced plans to continue with reforms and make the show even more appealing to a broad audience. He stressed that last season’s success is only the beginning, with much work still ahead to update traditions and widen the festival’s reach. His words carried confidence that bullfighting can unite generations and inspire change.
Isabel Díaz Ayuso, President of the Comunidad de Madrid, brought a political note, stressing that bullfighting is not only an art form but also a symbol of freedom, joy, and diversity. Her speech became the final chord of the evening, bringing together different perspectives and highlighting the importance of dialogue between tradition and modernity.
Context and Trends
In recent years, such gala events have become increasingly significant for Spanish bullfighting. In 2025, a similar ceremony in Seville also garnered widespread attention when young toreros had the opportunity to perform alongside renowned masters for the first time. In Valencia last season, organizers focused on interactive formats and live broadcasts, which attracted a record number of spectators. These examples show that the industry is seeking new ways to evolve, staying true to its roots while actively adopting modern technologies and ideas. The future of bullfighting remains an open question, but one thing is clear: fewer and fewer people in Spain remain indifferent to these changes.
