The NFL is doubling down on Spain with immersive fan events and a high-profile regular season game at Santiago Bernabéu. As Madrid prepares for Bengals vs Falcons, the league’s Spanish strategy is entering a decisive phase.
Madrid is about to see something new. On November 8, the Santiago Bernabéu will host a regular season NFL game between the Cincinnati Bengals and Atlanta Falcons. This isn’t a one-off. The league has signed a multi-year deal to keep coming back. The NFL confirmed it will return to Madrid in 2026 and beyond. This is part of a bigger push to make American football a real presence in Spain.
The groundwork started well before the Bernabéu game. Sevilla’s Ciudad Deportiva Luis del Sol turned into an NFL hub for a day. The NFL Experience Sevilla, run with Real Betis, drew fans for a Kansas City Chiefs vs Miami Dolphins watch party. But it wasn’t just about watching a game. The NFL’s 2026 international schedule, as reported by ESPN and other top sports outlets, includes Madrid and other big European cities. The league is building a global plan, not just testing the waters.
The inaugural NFL game at Santiago Bernabéu in 2025 between the Miami Dolphins and Washington Commanders drew a crowd of 78,610 spectators, setting a new benchmark for American football in Spain.
Rafael de los Santos leads the NFL’s efforts in Spain. He told ElDesmarque the league is using local ties to get real fan engagement. The Chiefs’ visit to Sevilla meant more than a photo op. Sevilla and Kansas City are sister cities. That still surprises people in the US. “When I tell them that one of the most important avenues here is called Avenida de Kansas City, it blows their minds,” De los Santos said. The connection goes both ways. Kansas City neighborhoods have reminders of Sevilla. Even Patrick Mahomes has reportedly talked about Andalucía and Sevilla.
Madrid is the main stage. The first regular season game at the Bernabéu—Miami Dolphins vs Washington Commanders in November 2025—brought in 78,610 fans. De los Santos called it a turning point. “After the first game last year, I think it marked a before and after,” he said. The NFL wants to keep fans interested all season, not just on game day. Events like the Sevilla watch party are part of that plan. Official league sources say Spain is now a key market for new business and media projects. Local sponsorships and contests tied to the Bernabéu game show the NFL is investing in both sports and marketing to go deeper in Spain.
The NFL isn’t trying to take on Spanish football. “Spain is a country of soccer, of football, and the sport we represent has a following that does not compete with soccer,” De los Santos said. The league wants to coexist. The goal is to bring in new fans, not replace the old passion for fútbol.
The NFL has launched a dedicated Madrid Games section on its Spanish online shop, signaling a targeted approach to merchandising and fan engagement in Spain. This move is part of a wider trend of localizing content and sales to support the league's international growth.
The countdown to Bengals-Falcons is on. De los Santos called the next few weeks “almost 24 hours and seven days a week” of work. The pressure is real. The NFL’s future in Spain depends on more than a big show. Spanish fans need to feel like they belong.
Spain’s taste for global sports is growing. As reported earlier, major tournaments and world competitions keep landing in Spanish cities. The country’s sports calendar is going international fast.
The NFL is betting on Madrid and building from the ground up in places like Sevilla. If the Bernabéu crowd matches last year’s energy, this won’t be a one-time thing. It could become a tradition. The league’s choice to respect local culture and make real connections may decide if American football can truly take root in Spain.
