The Cincinnati Bengals and Atlanta Falcons will play on Nov. 8 at the Santiago Bernabéu, marking the second American football fixture hosted in Madrid. Estadio Santiago Bernabéu is undergoing preparation for the event, which will require a pitch replacement following the match.
Grass Replacement Required After NFL Fixture
Maribel de Jesús reported on the logistical turnaround required at the venue, noting that stadium crews are working simultaneously across multiple events as the match approaches. “For the NFL, nothing time-wise is left,” de Jesús stated, adding that teams must work on the interior field setup before facing a post-game turf overhaul. The pitch will need to be changed for the match because it will be damaged.
Temporary Retail Setup and Merchandising Partnership
The fixture will also introduce retail structures around the perimeter of the venue. De Jesús described the setup as a collaborative merchandise effort featuring both the Real Madrid crest and the NFL logo. Rather than functioning as a standard walk-in retail store, the setup mirrors the portable merchandise kiosks deployed during Champions League finals, where supporters view items, place orders, and pay at dedicated counters.
Broader Estadio Santiago Bernabéu Revenue Strategy
The logistical integration of international sports showcases underscores the commercial value of the stadium’s renovation. The venue updates and subsequent hosting fees have provided Real Madrid with significant direct and indirect brand revenue, justifying the construction. Industry observers anticipate that rival clubs such as FC Barcelona and Atlético de Madrid may attempt to emulate the stadium model to attract similar high-profile international entertainment and sports properties.
