The NFL has not yet chosen the teams that will play the game, but competition sources suggest the Miami Dolphins and the Chicago Bears, franchises with commercial rights in Spain, as the most likely. This will be the first thing to be announced, probably in January. Then it will be the turn of the date, which is also not set but expected to be during the break for the October or November2025 international matches, taking advantage of Real Madrid freeing up the Bernabéu stadium.
Despite the time left for the announcements, these are key moments for the organization of the game, both for the NFL and for Madrid. The stadium's operations managers already studied the logistics of the London games last year and this season will travel to Germany to learn how they do it in Munich, the venue for another game, but the scheme is the same and the NFL is taking steps forward to better understand the Spanish market. They have reached an agreement with the sports marketing agency Tikitaka to be their visible face in approaching Madrid, and the London game was a kind of rehearsal for everyone. "We were very surprised by the impact of the Madrid game. We are very excited," admit those from the league.
The idea of NFL international games, they explain, is to "transfer the event 100% to the chosen European city." Do not expect a Spanish-style NFL at the Bernabéu, but an American-style Bernabéu. This is what happened at the Tottenham field. Anthems, English advertising, American music... and even some American audience. Nearly 20,000 fans from across the pond attended in London, many taking the opportunity to extend their vacations, and it is expected that foreign fans will fill half of the Bernabéu, with all that entails.
The estimated impact of the game in the capital exceeds 80 million euros, and based on the London data, it may fall short. In the British capital, the impact of each game has exceeded 100 million, the stadium has sold over a million euros in beer, and the store has also exceeded that amount. For example, the Bernabéu's store generates 400,000 euros daily.
The NFL avoids confirming the amount paid to Tottenham for renting the field, but hints that the revenue from food sales, drinks, and merchandise goes to the football club. And the situation will be the same at the Bernabéu. The league also takes care of all the visual and technical details of the stadium, such as the artificial grass brought from the USA, the benches, or the sponsorship of the stands, and all the activities carried out outside. A cost exceeding one million euros that will transform the Bernabéu and the Castellana into an American city for an afternoon.
More than 100 NFL workers will travel, Valdebebas will also be used to host activities, hotels where the teams will stay are being finalized, and central locations are being identified to hold events, such as American football courses for children. In the spotlight are Plaza Mayor, Sol, and Colón, and as support, the good relationship with national organizations, both political (Community and City Council) and sports, a moment that the NFL will try to leverage to activate synergies with LaLiga and the Federation.
A unique show in the world that in England has managed to engage 13 million fans since the start of the 'London Games'. In Spain, they admit that the process will be slow, but the trump card of the Bernabéu and Madrid, and in the future the Metropolitano or the Camp Nou, will help with the connection.