The Spanish capital is vying for the right to host the summer Games with Rio de Janeiro, Chicago and Tokyo, and the International Olympic Committee will choose the winner in October next year.

Isolated incidents of racism at Spanish sporting events have tarnished the nation's image in recent years, leading to fears Madrid's chances of winning could be hampered.

"Madrid is a tolerant city, even if it's true that there have been some incidents perpetrated by a minority that in no way represent the general attitude of Madrid residents," bid chief Mercedes Coghen said on Thursday at an event in Madrid.

A short film promoting the Olympic bid, including messages of support from soccer players such as Real Madrid's Portuguese defender Pepe and Atletico Madrid's Czech defender Tomas Ujfalusi was also presented.

"Sport is a weapon in the armoury of tolerance," Coghen said, noting that a series of educational initiatives had been launched and the film would be shown in the city's schools.

Madrid's decision to address the issues of integration and tolerance follows an incident this month when media reported Barcelona's Cameroon striker Samuel Eto'o had been the victim of racist chanting at a Primera Liga match in Malaga.

In another incident earlier this season, Getafe's Ecuadorian forward Joffre Guerron was racially abused during a match at Sporting Gijon, according to the referee's report.

Separately, hate messages were posted on a Spanish website targeting British Formula One world champion Lewis Hamilton.

Hamilton, the sport's first black driver, was also subjected to racial abuse from spectators at a test in Barcelona in February, after which Formula One's governing body launched an anti-racism campaign.