The NFL has announced a landmark partnership with bwin, naming the operator as its Official Sports Betting Partner in Spain. The agreement arrives at a pivotal moment, as Madrid prepares to host its first-ever NFL regular season game later this year.
A Historic Game in Madrid
The deal coincides with the league’s debut in Spain, where the Washington Commanders will face the Miami Dolphins at the Santiago Bernabéu on 16 November 2025. This event is set to be a milestone for the NFL’s international expansion and will give bwin unparalleled visibility as part of the match’s official sponsorship portfolio.
Expanding bwin’s Sports Sponsorship Footprint
As part of the agreement, bwin will activate across multiple touchpoints, from branding during the Madrid game to campaigns tied to the Super Bowl and other NFL events in Spain. The brand plans to engage fans with tailored promotions, content, and experiences designed to introduce American football to Spanish audiences while reinforcing bwin’s position as a leader in the sports betting industry.
This partnership builds on bwin’s existing NFL collaborations in Germany and Austria, strengthening its reputation as the league’s go-to betting partner in key European markets.
Aligning with NFL Growth Strategy
For the NFL, the collaboration underscores its commitment to expanding internationally, particularly in markets with a strong appetite for live sports. By working with bwin, the league secures a partner with proven expertise in fan engagement and a strong presence in Europe.
Both sides have also emphasized the importance of responsible betting, ensuring that promotional activities are coupled with clear messages about safe gaming practices.
Looking Ahead
The bwin–NFL partnership represents a mutually beneficial alliance: bwin gains association with one of the world’s biggest sports leagues at a crucial growth moment, while the NFL deepens its connection with Spanish fans through a trusted betting brand. With Madrid’s historic showdown fast approaching, the stage is set for bwin to play a central role in making the NFL’s arrival in Spain a success.
Sources: Gambling Insider, Yogonet
