MADRID (AP) 鈥� The initial batch of tickets for the first regular-season NFL game in Madrid were gone in a matter of hours, with nearly 700,000 people trying to get a seat to watch the Miami Dolphins play the Washington Commanders on Sunday at Real Madrid鈥檚 iconic Santiago Bernabeu Stadium.
For the , organizers said some 600,000 digital devices were logged on to try to buy tickets for the Pittsburgh Steelers’ game against the Minnesota Vikings at Dublin鈥檚 famed Croke Park.
The demand has been similarly high in other cities hosting games in recent years, and more countries have been reaching out to the NFL.
鈥淥ur ambition for international is to be a truly global sport,鈥� Gerrit Meier, managing director and head of NFL International, said Tuesday in Madrid.
And 鈥減robably a day doesn鈥檛 go by鈥� without a city saying they are interested in potentially hosting a game, said Peter O鈥橰eilly, the NFL vice president in charge of international affairs.
The host cities themselves have treated the games as their Super Bowls, with a series of promotional events and fan activities planned in the weeks ahead and high-profile artists performing at halftime. They have generated massive fan interest locally and attracted fans from nearby European countries, allowing host cities to gain financially and in visibility.
Mini Super Bowls
Meier had said organizers went into the game in Dublin in September with 鈥渁 real sense of a mini Super Bowl coming to town.鈥�
There were NFL experiences and shops brought to iconic venues, and murals and light projections were visible throughout the Irish city. Similar activities were being promoted for Spain鈥檚 inaugural game in Madrid.
Puerto Rican superstar and Argentine producer Bizarrap are set to perform at halftime in Madrid. British singer Myles Smith was the star at halftime in Dublin, while Grammy award-winning artist performed in Sao Paulo in September. Grammy-nominated Kid Laroi was the headliner for Berlin’s first regular-season game last week, while the games in London included shows by British singer and British rapper Giggs.
Most games abroad ever
The this season took the total there to 42 games since 2007. The league has been aggressively expanding in recent years, and the seven games played internationally this season are the most ever for the NFL. Next year, it will and de Janeiro, Brazil.
NFL Commissioner Roger Goodell has reiterated that the league plans to increase the number of international games to a point where each team will get to play a game abroad every year. He said in September that the
鈥淧robably a day doesn鈥檛 go by where someone on our international team doesn鈥檛 receive outreach from a city or an entity interested in working with the NFL and potentially hosting a game,鈥� O鈥橰eilly said. 鈥漈here鈥檚 very strong interest. I think cities have seen what it鈥檚 like to host a game, and the visibility that it brings, as well as the magnet it is for people from that region, and more broadly, around the world to come in.鈥�
Economic impact
The estimated economic impact for London since the first game was played there in 2007 has reportedly reached $2.6 billion. The first time the NFL played in Germany in 2022, the economic impact was more than $80 million for the Munich area, and Spain expects similar numbers, according to some local estimates.
Real Madrid President Florentino P茅rez said it was 鈥渁 great honor that a competition with the prestige of the NFL鈥� chose Madrid as host.
鈥淭his is a matter of great pride for us, for Real Madrid fans, for Madrid citizens and for Spaniards,鈥� P茅rez said when the game was announced. 鈥淲e are convinced that the city and our stadium are ready to be part of one of the greatest spectacles in the world.”
More than 60 regular-season games will have been played abroad through this season, with London, Munich, Frankfurt, Sao Paulo, Mexico City, Madrid, Berlin, Dublin and Toronto hosting them.
鈥淥ur historic first game in Madrid is a very exciting next step in the league鈥檚 history,鈥� the NFL country manager for Spain, Rafa de los Santos, told The Associated Press. 鈥淏eyond playing international games, and expanding our global footprint, we want to grow our presence in key markets around the world year-round, bringing more fans globally closer to our game, our clubs and our players.鈥�
Global momentum
O鈥橰eilly said the league is excited about growing global momentum and the owners 鈥渃ontinue to prioritize global growth鈥� and work to establish a strategic foundation 鈥渁cross the league to become a true global sport property.鈥�
鈥淲e鈥檙e now in a state where teams are very interested in raising their hand to play in certain markets, especially where they have global market rights, and we鈥檙e hearing from more and more countries and cities who are interested in being part of these international games’ road map,鈥� O鈥橰eilly said.
The league recently expanded its Global Markets Program, which awards teams international marketing rights to build brand awareness and fandom beyond the United States. Now all 32 teams participate in the program across 21 international markets 鈥� up from 25 clubs across 19 markets in 2024.
Teams benefiting
The NFL teams have jumped on the opportunity to expand their brand internationally and have been riding the current wave of interest.
鈥淲hen you play a game abroad, it鈥檚 not just about the result on the field,鈥� said Dolphins vice president of international development Felipe Formiga, who leads the organization鈥檚 brand development and growth strategy in international markets. The Dolphins will be playing their eighth regular-season game abroad, second only to the 14 played by the Jacksonville Jaguars.
鈥淔or us, it鈥檚 about celebrating American football internationally, about making history by playing in this first-ever game in Spain,鈥� he told the AP. 鈥淭his movement by the NFL in recent years to motivate teams to expand internationally has presented us with great opportunities, and it has been a perfect match for the Dolphins, which already has in its DNA that aspect of being an international organization.鈥�
The Dolphins and Commanders said the 1,000 tickets made available to each team’s season-ticket holders were sold out quickly.
鈥淭his is a special opportunity to showcase our team and brand on the global stage as the NFL continues to grow into an international game,” Commanders team president Mark Clouse said.
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