The National Football League is intensifying its efforts to embed American football into the Spanish sporting culture. Speaking at a promotional event in Nassica, Getafe, on Friday, May 1, 2026, Rafa de los Santos, the Director General of the NFL in Spain, emphasized a strategy of gradual integration to ensure the sport becomes a permanent fixture in the region.

During the appearance, which coincided with an event designed to spread the game’s reach, de los Santos expressed a desire for the league to convive—or coexist—with the existing sporting landscape in Spain. He noted that the goal is for the sport to be discovered and embraced poco a poco (little by little) by the general public.

The Return to the Santiago Bernabéu

Central to the NFL’s European strategy is the continued partnership with the city of Madrid. Following the inaugural game held in November 2025 between the Miami Dolphins and the Washington Commanders, the league has secured a multiannual agreement involving the Ayuntamiento de Madrid, the Comunidad de Madrid, and Real Madrid.

This agreement ensures that the Santiago Bernabéu will serve as the league’s home in Spain for 2026 and 2027. De los Santos described the Bernabéu as un icono a nivel mundial with a level of global repercussion and history that makes it a unique venue for international play.

While the league is currently focused on the 2026 and 2027 fixtures, de los Santos indicated that the cadence of future games and the potential for other venues—such as those in Barcelona—will be evaluated after 2027.

Lessons from the Inaugural Event

The 2025 game in Madrid was widely regarded as a success in terms of spectacle and fan engagement, but it also provided critical operational data. De los Santos acknowledged that the first event served as a significant learning process for the league.

“The first Bernabéu was positive. There was learning and it will be improved.” Rafa de los Santos, Director General of the NFL in Spain

Despite reports of logistical hurdles during the first outing, including entry queues and food shortages, the league remains confident. De los Santos stated that the overall sentiment was very positive and that the organization is working to implement improvements for the 2026 edition to enhance the fan experience.

2026 Global Expansion and the Atlanta Connection

The upcoming 2026 season marks a significant push for the NFL’s international series. Madrid is one of several global hubs scheduled to host official games, joining cities such as Melbourne (at the Melbourne Cricket Ground), Rio de Janeiro (at the Estadio Maracaná), and Munich (at the Allianz Arena), alongside three scheduled games in London.

Adding a layer of local interest to the 2026 Madrid game is the participation of the Atlanta Falcons. De los Santos highlighted a unique synergy between the visiting team and the upcoming World Cup, noting that the Spanish national team will be based in Atlanta. He jokingly suggested the league might seek some secret or a bit of luck from the Falcons players to aid the Spanish squad during the tournament.

Strategic Outlook: Why Spain?

For the NFL, Spain represents a high-growth market with a sophisticated sports infrastructure. By partnering with a global brand like Real Madrid and securing government support from both the city and regional levels, the league is attempting to move beyond “event-based” tourism and toward a sustainable fan base.

The recent collaboration with Getafe is part of this broader grassroots effort. De los Santos noted that the league is content that Getafe participated in the recent promotional activities, signaling a move to engage with different tiers of the Spanish sporting community to increase the visibility of the sport.

Key Takeaways for Fans

• Confirmed Venues: The Santiago Bernabéu is locked in as the host for 2026 and 2027.
• 2026 Matchup: The Atlanta Falcons are confirmed to play in Madrid.
• International Scope: Madrid is part of a wider 2026 global tour including Brazil, Australia, Germany, and the UK.
• Future Growth: Potential expansion to other Spanish cities like Barcelona will be considered after the 2027 season.