In a major step toward global sports expansion, Banco Santander has been announced as the official banking partner of the NFL in Spain, coinciding with a landmark moment in American football history — the first-ever NFL regular season game in Spain, set to take place on Sunday, November 16, 2025, at Madrid’s iconic Santiago Bernabéu Stadium.
The matchup? A blockbuster: Washington Commanders vs. Miami Dolphins, live from Madrid.
NFL Touches Down in Spain
This game marks the latest chapter in the NFL’s growing international series, which has already seen action in London, Frankfurt, Munich, and São Paulo. The 2025 season takes the league even further afield with games scheduled in Dublin, Berlin, London, São Paulo, and now Madrid — a clear signal of the NFL’s long-term global ambitions.
Exclusive Perks for Santander Customers
Through this new partnership:
- Banco Santander customers in Spain will receive exclusive ticket presale access.
- Special promotions and curated NFL experiences will roll out over the coming months.
- Openbank, Santander’s digital brand, will be prominently visible on TV advertising boards and across official NFL platforms during the broadcast.
This partnership adds to Santander’s rich portfolio of music and sports activations, offering its customers privileged access to some of the world’s biggest events.
“This isn’t just about American football arriving in Spain — it’s about unlocking new audiences, new experiences, and a new era of sports marketing in Iberia.”
NFL x Spain — A Strategic Playbook
At 365247 Consultancy, we view this partnership through a lens of market penetration, brand alignment, and fan ecosystem development:
First-Mover Advantage
Banco Santander positions itself as the first-mover in NFL banking partnerships in Spain — capturing brand equity, audience goodwill, and valuable data before rivals even enter the frame.
Fan Funnel Creation
With exclusive presales, digital perks, and Openbank integrations, Santander is building a fan acquisition funnel that can be activated year-round, not just during game week.
NFL’s Iberian Opportunity
Spain boasts millions of NFL fans — but few deep-rooted brand affiliations yet. As the league grows in relevance, brands that establish emotional and transactional relevance now will dominate fan loyalty in the long term.
Global Blueprint for Other Federations
For federations, this playbook is repeatable. Launch an elite-level game → pair with a local brand leader → embed them in the fan journey → monetize year-round.
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