In a groundbreaking announcement that encapsulates the NFL’s relentless ambition to globalize its brand, the Miami Dolphins are set to participate in the first-ever regular-season game in Spain. This landmark event will unfold at the renowned Santiago Bernabéu Stadium, home to the prestigious Real Madrid. With a seating capacity exceeding 78,000, the stadium, known for its retractable pitch, is poised to make history as it hosts an American football event of this magnitude.
Tom Garfinkel, the Dolphins’ vice chairman, president, and CEO, expressed his elation over this unprecedented opportunity. He highlighted the rich history and fervent sports culture in Spain, emphasizing the Dolphins’ vibrant fanbase. His words resonate with an underlying acknowledgment of the international potential that the NFL seeks to tap into by playing outside U.S. borders.
The decision to stage a regular-season game in Spain is emblematic of the NFL’s broader strategy to expand its global footprint and engage with diverse audiences worldwide. Brett Gosper, the league’s head of Europe and APAC, underscored the significance of this inaugural game in Spain as a commitment to nurturing the sport’s international popularity.
This globalization initiative echoes the league’s efforts to market teams beyond domestic confines, as both the Dolphins and the Chicago Bears enjoy marketing rights in Spain through the NFL’s Global Markets Program. This program allows for promotional events and commercial agreements in targeted international markets, thereby facilitating a deeper connection with fans and potential sponsors overseas.
Preparing for International Competitions
Past performances abroad, however, paint a mixed portrait of the Miami Dolphins. With a record of 2-5 in games played outside of the United States, the team faces mounting pressure to improve its international standing. The fact that they were unable to secure a playoff berth this past season by finishing with a disappointing 8-9 record does little to bolster their confidence as they gear up for this momentous occasion.
Their most recent international outing in Frankfurt, Germany, ended in a narrow defeat against the Kansas City Chiefs, highlighting their struggles in foreign stadiums. This history of challenges against international competition will need careful consideration as they prepare for an event that promises to be not only a sporting spectacle but also a major branding opportunity.
The partnership between the NFL and Real Madrid presents a unique symbiotic relationship, with potential benefits that stretch far beyond the gridiron. Emilio Butragueño, the institutional relations director for Real Madrid, conveyed significant enthusiasm for this collaboration, framing it as an opportunity to bring elite sports to one of the world’s most revered stadiums.
The Santiago Bernabéu is not just a venue; it is an icon in global sports. Hosting the NFL could elevate its status further, particularly with the stadium’s potential candidacy for the final of the 2030 World Cup. By welcoming an NFL game, Real Madrid not only enhances its own brand appeal, but it also becomes a nexus for sports fans from diverse backgrounds, ushering them into an American football experience.
This upcoming game is just one piece of a much larger puzzle as the NFL aims to host an increasing number of international games. With the ability to schedule up to eight league-operated regular-season games around the globe starting from 2025, the league is turning its gaze towards additional markets such as Australia and South America, with Brazil’s previous matchup proving successful.
As the NFL continues to spread its wings, the Dolphins’ debut in Spain may well be the catalyst for a whole new era in American football—a global era. Events such as these not only cultivate new fan bases but also expand revenue streams, generating enthusiasm and support for the sport on an international level. If executed effectively, this historic game in Madrid could serve as a blueprint for future endeavors as the NFL writes the next chapter in its storied history of expansion.