The NFL breaks into Madrid and trades soccer for football
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The match
This is not a friendly match. It is an official regular season game, which means it counts for the teams’ rankings. It is the definitive landing of the most powerful sports brand in the U.S. in a market in full growth. In this sense, Madrid joins the select club of European host cities (such as London, Munich and Frankfurt), consolidating itself alongside them as an entertainment hub. This particular game belongs to week 11 of the 2025-2026 NFL season. Moreover, being a mid-season game, it is likely that both teams will be fighting for a playoff spot, so the intensity will be at its highest.
The NFL has historically been linked to entertainment, like any Yankee product. Thus, the opportunity that opens up for our capital city with the celebration of this event is not only the positive effect it has on the destination to be linked to the values of the sport, but it also presents a blank canvas for brands to engage the public in a different way.
The stage
The choice of the Santiago Bernabeu is not accidental. It is, in fact, one of the main reasons why the NFL chose Madrid. The recent (and multimillion-dollar) renovation of the stadium has turned it into a multi-purpose venue. Its retractable turf, which “hides” to leave a concrete surface, allows the NFL field to be set up without damaging Real Madrid’s pitch. This game is the validation of that investment and the showcase of Madrid’s new ability to attract mega-events.
The teams
The Miami Dolphins are the “locals” and, as such, the NFL granted them “International home marketing area” rights in Spain. This means they have priority permission to market and grow their fan base here. They have one of the largest and most established fan bases in Spain. On the other hand, the Washington Commanders are a historic team, one of the league’s founding franchises, bringing a sense of tradition to the event and being preceded by their pedigree.
Activations
Official activations
The events organized directly by the league, neutral for both teams, include several actions throughout the city. First, starting today, several “Meninas” of Madrid’s urban display will be decorated with NFL colors and Dolphins and Commanders helmets, distributed throughout key points of the city. In addition, following the thread of urban decoration, giant NFL helmets will be installed in the Palacio de Cibeles, which will be the official photocall.
In addition, on Saturday at Príncipe Pío there will be a mini flag football field (American soccer without tackles) for fans to play and try out the sport. In addition, two NFL Academy exhibition games will be played at the Vallehermoso Stadium.
Fan zones and Team events
As they are the “locals”, the Dolphins have the largest activation, located at the Plaza de España. From there, a Dolphins-themed bus will tour the city. The Collins Irish Tavern pub will be the official headquarters for Miami fans throughout the week and photocalls with their mascot, TD, will be set up in Retiro, Nuevos Ministerios and Plaza de España. The Washington Commanders, meanwhile, are focusing their activations on specific pub takeovers to gather their fans in other famous pubs in the city.
Other Activations
The official NFL store will be open at the Santiago Bernabéu throughout the weekend. In addition, the Kansas City Chiefs, who also have rights in the area, will have their own activation, the “Chiefs House”, at the Pestana CR7 Gran Vía. To get the most up-to-date “minute-by-minute” information, the NFL recommends downloading the event’s official app, “NFL OnePass”. As a symbolic gesture, Elisabete Silva, a member of the FedEx team (official sponsor and delivery provider), will have the honor of delivering the official game ball, an act that reflects the company’s narrative: delivering what matters most.
