bwin named Official Sports Betting Partner of NFL in Spain

• Sports betting operator bwin has secured a multi-year partnership with the National Football League as its official sports betting partner in Spain
• The partnership launches ahead of the historic first NFL regular season game in Spain, featuring Miami Dolphins versus Washington Commanders at Santiago Bernabéu Stadium on 16 November 2025
• This agreement expands Entain’s existing NFL partnerships from Germany and Austria into the Spanish market

Sports betting brand bwin has been appointed as the official sports betting partner of the National Football League in Spain, marking a significant milestone as the league prepares for its first regular season game in the country. The multi-year partnership was announced on 4 September 2025, coinciding with the start of the 2025 NFL season.

The collaboration makes its debut at the 2025 NFL Madrid Game, where the Miami Dolphins will host the Washington Commanders at Real Madrid’s iconic Santiago Bernabéu Stadium on 16 November 2025. This marks the first time a regular season NFL game will be played in Spain, with kickoff scheduled for 3:30 PM local time.

Partnership Details and Market Expansion

The partnership extends beyond the Madrid game, with bwin serving as the official sports betting partner for Super Bowl LX in Spain. The agreement includes plans for exclusive activations, special promotions, and personalised content designed to bring American football closer to Spanish audiences.

This Spanish partnership represents another key market in Entain’s growing portfolio of NFL collaborations. The company already holds similar partnerships in Germany and Austria through bwin, reinforcing its position as a leader in regulated sports betting across international markets.

“Partnering with the NFL is an exciting milestone for bwin in Spain, in a year when the league is celebrating its first game in Spain at the Santiago Bernabéu, one of the great temples of world sport,” said Curry Sloan, Managing Director for Canada, Iberia, and Latin America.

“As one of the world’s most exciting sports leagues, the NFL shares our passion for competition, entertainment, and fan engagement. Together, we will deliver unforgettable experiences and bring fans in Spain even closer to the action, always with a focus on safe and responsible gaming.”

NFL’s European Expansion Strategy

The Madrid game forms part of the NFL’s broader international expansion through its Global Markets Program. Spain becomes the fourth European country to host an official NFL regular season game, following the United Kingdom, Germany, and Ireland.

“We’re thrilled to be hosting our first-ever regular season NFL game in Madrid in November and are delighted to have bwin on board as a new partner in the market, helping to create unique and exciting experiences for our growing fan base in Spain,” said Brett Gosper, Head of Europe and APAC at the NFL.

The partnership aims to strengthen the NFL’s growth in Spain whilst creating new opportunities for fan engagement. With the Santiago Bernabéu’s capacity for nearly 80,000 spectators and state-of-the-art facilities, the venue promises to deliver a premium experience for the league’s Spanish debut.

bwin’s involvement extends beyond the November game, with plans to work closely with the NFL to develop the sport’s presence in the Spanish market through targeted promotional activities and content creation tailored for local audiences.