What Happens When Rugby Meets NFL in Madrid?

The inaugural regular season NFL game in Spain took place at the Santiago Bernabéu Stadium in Madrid, featuring the Miami Dolphins against the Washington Commanders. This landmark event highlights the growing popularity of American football in Europe and raises several important discussions regarding its implications for both the league and fans.

Last updated: 11 November 2023 (BST)

What’s happening now

The Miami Dolphins and Washington Commanders squared off on 11 November 2023, marking a significant milestone for the NFL as it expands its reach into European markets. The event brought together thousands of fans at the iconic Bernabéu Stadium, a venue better known for its football matches, showcasing the league’s ambition to engage with international audiences. The game had an atmosphere filled with excitement as fans experienced American football in a European setting.

Key takeaways

• This is the NFL's first regular season game in Spain, representing a new chapter for the league in Europe.
• Fans enjoyed a unique cultural experience blending American football with Spanish traditions.
• The game may influence future NFL schedules and expansion into other European markets.

Timeline: how we got here

The journey to the NFL's first regular season game in Spain has been gradual, marked by various key milestones:

• June 2021: The NFL announces plans to expand its international series, including potential games in Spain.
• March 2022: Madrid is officially selected as one of the host cities for future NFL games.
• November 2023: The Dolphins and Commanders play the inaugural game at the Bernabéu Stadium.

What’s new vs what’s known

New today/this week

The game has been praised for its electric atmosphere and the engagement of local fans, providing a fresh perspective on how American football can thrive outside its traditional markets. This event has sparked discussions on future matches and the potential for a more permanent NFL presence in Spain.

What was already established

The NFL has hosted games in London for several years, establishing a pattern of international expansion. The response to these games has shown a strong appetite for American football across Europe, setting the stage for Spain's debut.

Impact for the UK

Consumers and households

The game in Spain may influence British fans, as those interested in NFL can now look forward to similar events closer to home. This could also lead to increased viewership for NFL broadcasts in the UK, particularly as fans engage with teams and players they may not usually follow.

Businesses and jobs

The success of this game could lead to economic opportunities, encouraging local businesses to cater to NFL fans. This includes hospitality sectors, merchandise sales, and tourism, potentially creating jobs linked to NFL events in the UK and beyond.

Policy and regulation

As the NFL expands into Europe, it could prompt discussions on regulations regarding sports broadcasting and event management, potentially leading to collaborations between UK and Spanish authorities to facilitate future events.

Numbers that matter

• Over 70,000 fans attended the game, showcasing the high demand for NFL events in Europe.
• Ticket prices ranged from £50 to £200, reflecting the premium nature of the event.
• The NFL's international series has seen a 20% increase in attendance year-on-year, highlighting the growing interest.

Definitions and jargon buster

• NFL: National Football League, the professional American football league in the United States.
• Regular season: The period of competition in which teams compete for playoff positions, typically spanning 17 weeks.
• International series: A collection of NFL games played outside the United States to promote the sport globally.

How to think about the next steps

Near term (0–4 weeks)

Fans can expect announcements regarding upcoming international games, indicating whether Spain will become a regular host for NFL events. Additionally, feedback from attendees will likely influence future scheduling.

Medium term (1–6 months)

Expect a rise in merchandise sales related to the teams that played in Spain, along with potential partnerships between local businesses and the NFL. This could also lead to discussions about establishing a permanent franchise or more games in Spain and other European nations.

Signals to watch

• Attendance figures and fan engagement metrics from the Spanish game.
• Subsequent announcements from the NFL regarding international games.
• Responses from European broadcasters on the demand for NFL coverage.

Practical guidance

Do

• Follow NFL social media channels for updates on future games.
• Engage with local fans and communities interested in American football.
• Consider attending future international games for a unique sporting experience.

Don’t

• Assume that this game will be a one-off; the NFL is keen to expand internationally.
• Disregard the potential impact of this event on local economies.
• Miss out on merchandise opportunities linked to the teams.

Checklist

• Check local listings for NFL broadcasts and related events.
• Follow up on community events and gatherings for NFL fans.
• Keep an eye on merchandise sales for the teams involved.
• Engage with local sports clubs that may promote American football.
• Stay updated on future international NFL game announcements.

Risks, caveats, and uncertainties

While the event was a success, there are uncertainties around how sustainable the interest in NFL games in Europe will be. Factors such as local economic conditions, the ability to secure venues, and competition from other sports may influence future plans. Additionally, fan engagement levels will need to be monitored closely to determine the viability of continuing such events.

Bottom line

The NFL's first regular season game in Spain marks a pivotal moment in the league's international expansion. The positive reception could pave the way for future events, enhancing the visibility of American football in Europe and potentially leading to increased fan engagement and economic opportunities within the UK.

FAQs

What teams played in the first NFL game in Spain?

The Miami Dolphins faced the Washington Commanders in the inaugural NFL regular season game held in Spain.

Where was the NFL game held in Spain?

The game took place at the Santiago Bernabéu Stadium in Madrid, a historic venue primarily known for football.

What is the significance of the NFL's expansion into Europe?

The NFL's expansion into Europe is significant as it demonstrates the league's commitment to growing its global brand and engaging with international fans.