The world of American football has arrived in Spain as a new territory to conquer in an expansion process that has seen NFL regular season games staged overseas for more than two decades. With London as its epicenter, franchises have tested new markets, both in the Americas — primarily Canada, then Mexico, and finally Brazil — and in Europe. After the successful experience in Germany, which began in Munich and landed in Berlin last Sunday with the game between the Indianapolis Colts and the Atlanta Falcons, it’s Madrid’s turn. The Spanish capital was chosen for its sporting culture, the quality of a stadium like Real Madrid’s Santiago Bernabéu, and the exposure it provides to the Spanish-speaking public. For this reason, the Miami Dolphins have invested in holding one of their home games across the Atlantic, a valuable asset for a competition with just 17 games, excluding the playoffs. The November 16 game against the Washington Commanders is not only a contender for the sporting event of the year in the capital, but also marks the beginning of a long-term relationship that the NFL, in its search for fertile markets, envisions.

While the major American leagues of baseball, basketball, and hockey have increasingly attracted foreign players throughout the 21st century, to the point of challenging the U.S.’s status as a superpower at its own games, American football lacks significant international talent pools. Without ambassadors like Pau Gasol or Luka Dončić to conquer markets, the NFL focused its expansion on taking its franchises around the world. What began as occasional games in Canada took on a global dimension in the 1990s, reaching countries like the UK, Japan, and Germany. Barcelona was also included, hosting the Los Angeles Raiders’ victory over the Denver Broncos on July 31, 1994, at the Estadi Olímpic. These were all friendlies, a concept that has lost its luster in the NFL as stars rarely risk injury during the preseason. The first regular season game was played in 2005 between the Arizona Cardinals and the San Francisco 49ers at the Azteca Stadium in Mexico, but London became a regular fixture, an annual event that hosted four games in 2017. Most of the 32 franchises have played at Wembley.

The NFL’s next step was to capitalize on Germany’s tradition as the European country most involved in the NFL Europe project after symbolic exhibition games like the 1990 contest at the Olympiastadion between the Los Angeles Rams and the Kansas City Chiefs, in what was then still West Germany. The NFL’s return to Berlin, 36 years after the wall came down, comes after four games played in Munich and Frankfurt between 2022 and 2024. League data shows 20 million NFL fans in Germany, its main base in Europe, compared to the 11 million it attributes to Spain, a very broad statistical umbrella. The 11 franchises with commercial rights in Germany organized activities last weekend. In addition to the Dolphins, the Chicago Bears and the Kansas City Chiefs, led by Patrick Mahomes, the great contemporary quarterback, have also shown interest in Spain.

Madrid concludes a 2025 schedule of seven international games that began in São Paulo, continued in Dublin, and maintained its main focus on London with three events. “These games are true catalysts in their respective countries,” emphasizes Peter O’Reilly, NFL executive vice president in charge of the international division. He guarantees “world-class entertainment,” like a “mini Super Bowl,” with a halftime show — Bizarrap and Daddy Yankee will perform in Madrid — and describes the Bernabéu as an “iconic” stadium. He also highlights the collaboration with the Madrid City Council and the Madrid region. “Spain is a very important market for the NFL, not only because of its rich sporting history, but also because of its passionate fan base, which we want to continue building upon.” The opening of a permanent office in the country and the appointment of a league manager in Spain, Rafa de los Santos, is “a commitment to this market that could well extend beyond this first game.”

O’Reilly emphasizes the “incredible response” from the local public, including the Spanish fans. “People often think of these matches as people traveling from the U.S., but the vast majority, around 90%, of the spectators are from the local market.” When choosing destinations, the NFL prioritizes the size and commitment of the local fanbase, something it gauges through previous events like those held in Madrid and Berlin, as well as press and social media traffic. Added to this is the economic infrastructure — there are around 20 major sponsors for the Madrid game — and the stadium’s financial stability. “It’s a huge factor. When we were there during the renovation [of the Bernabéu], we were impressed by how they are able to maintain their incredible history in such a modern way. Real Madrid has been a great partner; it’s a great global brand.”

At the halfway point of the season, the NFL is boasting a stellar television product with 35 games (26% of the total) decided by a touchdown in the final two minutes, the highest figure in its history. It is also posting its highest viewership figures in the first eight weeks of the regular season since 2015, following a 7% annual growth rate. Next year, Rio de Janeiro and Melbourne will debut as host cities, with Melbourne hosting the first official game in Australia. The league plans to expand its schedule with two-year calendars; if Spain follows the German example, it could return in 2027. “Each market is unique. Spain is very important in itself, but it also has that ‘halo effect’ of reaching beyond borders in the Spanish-speaking world. We started with a base of 11 million viewers, and our goal is to deepen that base,” explains O’Reilly, citing the London model as a benchmark. “We are seeing that the maturation process is even faster in Spain. This game will allow us to accelerate it.”

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