The first game of the American football league, the NFL (National Football League) in Spain promises to cross the borders of the sport. This is what both Madrid, whose regional government is the official sponsor of the sporting event, and the brands, whether they are sponsors or not, have proposed the arrival of the competition in our country.
The match will pit the Miami Dolphins against the Washington Commanders and will be played on November 16 at the Bernabéu. However, the city has planned a series of activities and events that will turn the match into a leisure and entertainment experience throughout the entire weekend.
The celebration of the match is part of the tourist strategy of the Community of Madrid
The commitment to the NFL is part of the Strategic Tourism Plan 2023-2026 of the Community of Madrid, which focuses on attracting major sporting events to project Madrid as a tourist destination abroad.
As shared at the time, the region’s administration has invested 1.5 million euros to sponsor the NFL 2025 Madrid Game.
In this sense, both the NFL and the Miami Dolphins have proposed a marketing strategy that will dye the capital the characteristic sky blue of the Florida team. The team aims to reaffirm its commitment to international fans and foster the growth of American soccer abroad. For this reason, it will carry out a series of events, including fan zones, games, gastronomic experiences, photo sessions and flag football clinics, all as part of its “Madrid Se Tiñe de Aqua” campaign.
This will be deployed with the collaboration of other entities, and will be joined by other brands that seek to capitalize on the cultural and social event to connect with consumers.
Brands and the Miami Dolphins
Banco Santander collaborates in the strategy of the Miami Dolphins. Two of its Santander Work Cafés, those located in Plaza de los Sagrados Corazones and Avenida Complutense, will be decorated with the team’s image, and will have spaces for photos and will offer gifts for fans.
In addition, Santander acts as the official bank of the NFL in Spain ahead of the game. It has been in charge of the exclusive pre-sale of tickets for its Banco Santander clients in Spain, and has deployed a strategy of exclusive promotions and experiences. The Openbank brand, for its part, will be seen on the billboards broadcast on television and other platforms.
The sporting event will also find expressions in fashion. The sports brand Mitchell & Ness will launch an exclusive collection of clothing and merchandising that can be found in a pop-up store in El Corte Inglés in Puerta del Sol.
For its part, the Pompeii brand will also launch specific products for the match, as will the New Era cap brand.
In addition, the Wilson sports brand, which has the official NFL ball, will inaugurate a mini American football field in the Plaza Príncipe Pío. Among other things, it will provide open-to-the-public practice sessions and masterclasses led by the NFL, professional coaches and athletes; as well as challenges, raffles and live music.
The first NFL game in Madrid has aroused social interest beyond sports, and many brands will highlight their proposals taking advantage of the occasion.
The Foster’s Hollywood restaurant chain is one of those that has proposed an ad hoc strategy to accompany the event, under the motto “Fun W!ns”, the new positioning presented in October.
As noted in a statement, the connection with the Miami Dolphins and the sporting event represents the reaffirmation of its commitment to offering not only the best American flavor, but also unique experiences where entertainment is an essential part of the menu.
It will be present at the Miami Dolphins Fan Experience in Plaza de España with an official food truck. Those who enjoy the brand’s gastronomic proposal will be able to participate in the drawing for a double ticket to the 2025 NFL Madrid Game. However, the brand is also raffling off tickets through social networks.
Foster’s Hollywood’s proposal also includes a content strategy. Thus, American football week in Madrid will begin with the recording of an episode of the sports podcast “100 Yardas” in the chain’s restaurant located on the Getafe football field.
Madrid opens to the NFL
The city of Madrid is taking advantage of the opportunity to strengthen itself as a destination for sports tourism and position itself internationally. In addition to the deployment of the Miami Dolphins, the Washington Commanders will also be present in the capital, as they will organize two fan rallies at the Irish Rover and James Joyce Irish Pub.
Giant helmets and a branded Menina by Velázquez will adorn the streets of Madrid
Madrid residents and visitors will be able to take photos next to three giant NFL helmets that will be installed outside the Telecommunications Palace, in Cibeles.
On the other hand, the Vallehermoso stadium will host NFL Academy games as part of the “Madrid Jamboree”, organized by the Madrid American Football Federation.
The Plaza de España will become the Miami Dolphins Fan Zone, presented by Sports Illustrated Tickets, the sports publication’s ticket marketplace, which will be the official sponsor of experiences for Dolphins fans at the NFL Madrid Game. There, as stated by the team in a statement, American football activities, games, contests and a main stage with live music programming will take place there. Attendees will be able to enjoy raffles, a gastronomic offer and the presence of players, cheerleaders and former players of the team.
The presence of the Miami Dolphins will also be felt in other parts of the city. The team will install giant versions of TD, its dolphin-shaped mascot, in Plaza De España, Nuevos Ministerios and Parque del Retiro, for fans to take photos. One of the now iconic Meninas de Velázquez branded with the colors of the Miami Dolphins will also be installed, which will be located on Ayala Street, 38.
These activations, as well as other emblematic places in Madrid, can be visited on a tourist bus, called Aqua Bus Tour.
Additionally, the team is collaborating with local businesses and establishments. The Collins Irish Tavern pub (26 Sagasta Street) will broadcast the match and offer live music, competitions and meetings with guests. For its part, the Ginkgo Restaurant and Sky Bar (Plaza de España, 3), will be the official Sky Bar of the Miami Dolphins, and will combine views of the city with a gastronomic experience inspired by Miami.
The Irish Rover pub (Avenida de Brasil, 7) will be the meeting point for Miami Dolphins fan clubs, where they can also enjoy raffles, contests, or the presence of the mascot and cheerleaders.
On the other hand, the Santiago Bernabéu stadium, home of Real Madrid, will not only host the match, but will offer exclusive tours and interactive experiences within the tour of its facilities. It will also feature the NFL Store, offering player signatures, customization and exclusive merchandise.
Meanwhile, the Peace Market (Calle Ayala, 28) will be decorated with the team’s colors.
The Miami Dolphins’ strategy includes initiatives to bring American football closer to fans in Spain, with a view to strengthening its international fan base. For this reason, they will hold a flag football session with Commanders, a Junior Dolphins clinic at the Metropolitan Stadium and the NFL Flag Football Championship at Campo Las Leonas (November 15). These activities are part of the team’s commitment to young people who practice this sport around the world.
More info.: Miami Dolphins in Madrid
