CICAR Partners with Binter NightRun Series to Boost Canary Islands Sports Tourism
CICAR has partnered with the Binter NightRun Series for 2026 to promote healthy lifestyles and strengthen its community ties across the Canary Islands.
The Canary Islands’ sports sponsorship landscape is evolving, marked by CICAR’s new partnership with the Binter NightRun Series for 2026. By joining this high-profile athletic circuit, the company aims to strengthen its footprint in an event that has become a national benchmark.
Mamerto Cabrera, CEO of the Cabrera Medina Business Group, describes the alliance as part of a broader corporate responsibility strategy. For the company, supporting the night race is about more than just advertising; it is a commitment to promoting healthy lifestyles and revitalizing the urban areas where they operate. The firm also highlights the social and economic benefits these events bring to the islands, acting as a catalyst for tourism that showcases the region's natural beauty and sustainability.
This move reflects a growing trend in the service sector: building emotional connections with customers through shared experiences. By engaging with an active community, CICAR hopes to humanize its brand, moving beyond traditional advertising to connect with people in a setting defined by leisure and personal achievement.
A key highlight of this collaboration will take place on April 18 in Santa Cruz de Tenerife. Ahead of the race, company leadership encouraged participants to focus on personal effort and the joy of taking part rather than just technical competition. Through this partnership, CICAR is not only securing a spot in one of the Canary Islands' most popular events but also reinforcing its commitment to the well-being of the local community.