The brewing company Mahou San Miguel has completed the installation of the iconic awnings on Calle Marqués de Larios, a milestone signaling the beginning of preparations for the next edition of the Málaga Fair. The company thus reaffirms its commitment to one of the city's most important celebrations. During a visit to the installation, the delegate councilor for Operational Services, Beaches, and Festivals of the Málaga City Council, Teresa Porras, was accompanied by Susana Vargas, head of Institutional Relations at Mahou San Miguel, and Miguel de Hoyos, head of Local Marketing for the firm. Together, they observed the result of this infrastructure, now an icon of the Malagueño summer.
This event coincides with the renewal of the collaboration agreement between both entities, extending Mahou San Miguel's official sponsorship of the Málaga Fair for four more editions, until 2029. This agreement strengthens a long-standing alliance aimed at boosting one of the city's main cultural, social, and tourist events, enhancing its projection and economic dynamism. The brewery will support the festive programming and improve the experience for residents and visitors, including the design, assembly, and maintenance of the awnings on Calle Larios and Plaza de Constitución, as well as backing key Fair elements like the artistic program at the Auditorio Municipal Cortijo de Torres and drone and fireworks shows.
The San Miguel brand, which celebrates 60 years of brewing in Málaga this year, will play a significant role in the programming and attendee experience. The agreement's renewal occurs in a notable year for the brand, which has strengthened its bond with the city through various cultural, social, and gastronomic initiatives. As part of the "60 Years of Feeling Málaga" commemoration, events have been organized, including the Sentir Málaga festival, a large-format mural by illustrator Bosska, and a special edition of its beer inspired by the 1966 Pilsener Cristal bottle, exclusively distributed in the province.
