On November 16, the Miami Dolphins will play the Washington Commanders at Santiago Bernabéu Stadium in Madrid. This game kicks off at 3:30PM Central European Time and represents the first regular-season NFL contest on Spanish soil. This goes beyond just one international game. It is a calculated expansion of the Dolphins’ market presence. The focus is on Spanish-speaking territories.
The Dolphins secured marketing rights in Spain. They also gained rights in Brazil. Moreover, they added the United Kingdom through the NFL’s Global Markets Program in December 2021. They now hold six global market deals, tying them with one other team for the top spot in this category. More than any other NFL team possesses, the franchise holds territories across four Spanish-speaking countries.
Last year, the Dolphins added Argentina, Colombia, as well as Mexico to their portfolio. These additions extended the Dolphins’ reach across Latin America and the Iberian Peninsula, following their established operations in Spain. Under the Global Markets Program, franchises can conduct marketing activities similar to those in their home markets. These rights are granted for a minimum of five years.
The demographic composition of Miami-Date County makes this expansion logical. More than 2.7 million Miami residents trace their origins to Latin America. Spanish speakers make up 66 percent of the city’s population. These numbers make natural connections between the home base of the team and Spanish-speaking markets globally.
With a 3:30 PM Central European Time kickoff, European fans can watch during prime afternoon hours. American fans on the East Coast can place wagers in the morning. The Dolphins’ Madrid game sparks betting interest across multiple time zones. Spanish operators benefit from this unique scheduling. U.S. platforms with sportsbook promos gain as well. European bookmakers also profit, bridging markets in ways traditional Sunday afternoon games cannot.
