For the first time, Pamplona will receive direct revenue from the televised broadcast of the iconic San Fermín bull runs. A new agreement with RTVE and EITB sets annual payments and grants access to decades of historic footage.
Pamplona has reached a milestone agreement that will see the city charge for the audiovisual rights to the world-famous San Fermín bull runs, marking a significant shift in how the event is managed and broadcast. Under the new deal, signed with public broadcasters RTVE and EITB, Pamplona will receive an annual payment of €650,000 for the exclusive rights to televise the encierros and use public spaces for coverage until 2029, with the option to extend for another four years.
The financial arrangement divides the annual sum between the city and the Casa de Misericordia, which owns the bullring where each run concludes. Pamplona will collect 65% of the total, amounting to €422,500 per year, while the Casa de Misericordia will receive the remaining 35%, or €227,500. This is the first time in the city's history that direct income will be generated from the event's broadcast, a move that could set a precedent for other major festivals in Spain.
Exclusive Rights and Language Access
RTVE will hold exclusive rights to the camera positions along the bull run route, ensuring its coverage remains the primary broadcast in Spanish. EITB, the Basque public broadcaster, will receive the footage from RTVE to provide simultaneous coverage in Basque. The agreement also covers technical support, permits, and the adaptation of public spaces needed for the production, including both the streets and the bullring itself, with the Casa de Misericordia overseeing the latter.
Funding for the annual fee will come directly from the broadcasters: RTVE will contribute €550,000 and EITB €100,000 each year. The payment is set to be updated from January 2027 in line with Spain's national inflation index, ensuring the value of the agreement keeps pace with economic changes. Payments must be made before September 30 each year for the duration of the contract.
Historic Archive Opens to the Public
One of the most notable aspects of the deal is the opening of RTVE's extensive archive of San Fermín bull run footage, recorded over more than four decades. This material will be made available through a public digital portal for research, educational, and institutional purposes, though commercial use and third-party distribution remain prohibited without RTVE's explicit consent.
Should RTVE earn net income from international distribution of the footage exceeding €50,000 annually, both the city and the Casa de Misericordia will be entitled to 15% of the surplus. This clause could provide additional revenue if global interest in the event continues to grow.
Impact on the Festival and City
The agreement not only secures a new revenue stream for Pamplona but also formalizes the presence of public broadcasters at one of Spain's most watched cultural events. According to RTVE, the 2025 broadcasts of the encierros attracted an average audience of 1,364,000 viewers and a 63.9% share, underscoring the event's enduring popularity.
By regulating access, language coverage, and financial terms, Pamplona aims to balance tradition with modern media realities. The city gains both direct income and access to a valuable audiovisual heritage, while ensuring the San Fermín bull runs remain accessible to audiences in both Spanish and Basque. This move may influence how other Spanish cities approach the commercial rights to their own iconic festivals in the future.
