The 66th edition of the race organised by Clubs Sports da Madeira debuts a new name, Rali da Madeira. This is the third name the event has had since its creation. A history of promotional and/or commercial imperatives as well as trends.

The race was born in 1959 as part of the desire to promote the destination and adopted the name Volta à Ilha da Madeira em Automóvel (Tour of Madeira Island by Car). In an internationally French-speaking world, it was fashionable to adopt and translate the famous ‘Tour’ from other places, and the very idea of a tour of Madeira attested to a road network that, not long ago, allowed road traffic around the island and connected all the municipalities. With the participation of national drivers, the event took the name of the destination to the whole of Portugal right from its debut. The race gained international fame and all Madeirans knew it simply as A Volta.

However, the paradigm changed and the rally became part of the European championship for the sport. With even greater international repercussions, it was decided to promote one of Madeira's most sought-after products, its wine. In 1982, a year of transition, the race had a double name, but in 1983 it became known as Rali Vinho da Madeira. Here too, the trend that was prevalent throughout the world at the time, in which alcoholic beverages were still associated with the world of motor racing, was followed.

In 2025, we will have Rali da Madeira. This change aims to take the event to new heights, reinforcing its international prestige and its impact on the regional economy and the promotion of tourism in Madeira. This is also an international trend, with events changing the names they grew up with and became known by to ones that represent a region or country. It also gives them the name they often had outside the island.

For the people of Madeira, it will be a new exercise in adaptation. In their many conversations about the rally, after suppressing ‘A Volta’ for ‘Vinho Madeira’, now it will be time to forget the ‘Wine’. At least in those conversations...