NFL Partners with Bwin for Enhanced Fan Engagement During Madrid Game, Supported by Team Commanders and Eagles

NFL Teams Score Big with New Sponsorship Deals

September 5, 2025

The National Football League saw a flurry of commercial activity as the season commenced, with numerous teams and the league itself announcing new partnerships designed to enhance fan experiences and broaden their market reach.

Commanders Enhance Fan Access with Sports Illustrated Tickets

The Washington Commanders have initiated a multi-year collaboration with Sports Illustrated Tickets (Sit), the ticketing division of the renowned Sports Illustrated publication. This agreement designates Sit as a fan experience partner,offering bundled packages that combine game tickets with exclusive merchandise and hospitality perks. In-stadium activations and branding opportunities will also be part of the partnership.

Notably, the partnership extends to international markets, with Sit serving as the presenting partner for the NFL’s inaugural Spanish fixture and providing unique fan experiences for international attendees.

The Commanders now align with teams like the Pittsburgh Steelers, Cincinnati Bengals, and Atlanta Falcons, all of whom have established partnerships with Sit – a fully licensed NFL ticketing channel.

bwin Sponsors NFL’s Madrid Debut and Super Bowl LX

As the NFL prepares for its first-ever regular season game in Madrid on November 16, sports betting company Bwin has secured a sponsorship deal to become the league’s official partner in Spain. Building on existing partnerships in Germany and Austria,Bwin will activate throughout the season with brand experiences,promotions,and co-branded content tailored for Spanish NFL fans.

Beyond the Madrid game, Bwin will also function as the official sports betting partner for Super Bowl Lx, further solidifying its presence within the NFL’s international initiatives.

Commanders and Eagles Announce Unique Partnerships

The Commanders have also forged a new alliance with AeroVironment (Av), a defense technology firm. Av will sponsor defensive third-down plays at the team’s northwest Stadium, benefiting from prominent in-stadium branding through digital signage and video board displays. The collaboration will also feature military-themed activations throughout the 2025-26 campaign.

Meanwhile, the Philadelphia Eagles, fresh off a 24-20 victory over the Dallas Cowboys, have partnered with hygiene brand Dude Wipes. Dude Wipes will sponsor the eagles’ innovative ‘Tush Push’ play, leveraging content on social media, in-person event activations, and branding during radio broadcasts that feature the play.

Did You Know? The NFL’s international series has seen important growth in recent years, with games now played in multiple countries, including the United Kingdom, Germany, and soon, Spain. This expansion is driven by the league’s desire to cultivate a global fanbase and tap into new revenue streams.

Pro Tip: Sponsorship deals like these are crucial for NFL teams to increase revenue, enhance fan engagement, and build brand awareness. they represent a significant portion of a team’s overall financial portfolio.

team	Partner	Sponsorship Focus
Washington Commanders	Sports Illustrated Tickets	fan experience & ticketing
Washington Commanders	AeroVironment	In-Stadium Branding & military Activations
Philadelphia Eagles	Dude Wipes	Social Media & Play Sponsorship
NFL (International)	Bwin	Spanish Market & Super Bowl LX

the Growing Trend of NFL Sponsorships

sponsorships have become an integral part of the NFL’s financial model, providing teams with significant revenue streams and opportunities to connect with fans. According to Statista, NFL sponsorship revenue exceeded $1.8 billion in 2023, demonstrating the immense value of these partnerships.

The league’s focus on international expansion is also fueling increased sponsorship activity, with companies eager to align themselves with the NFL’s growing global presence. [https://www.statista.com/statistics/216651/nfl-sponsorship-revenue/]

Frequently Asked Questions About NFL Sponsorships

what are your thoughts on these new NFL partnerships? Share your comments below!

How will Bwin ensure responsible gaming practices are upheld during the NFL Madrid game, notably with in-stadium betting access?

Expanding the NFL’s Global Footprint: A Strategic Partnership

The National Football League (NFL) has announced a notable partnership with Bwin, a leading online betting and gaming operator, to elevate fan engagement during the upcoming NFL game in Madrid. This collaboration, actively supported by the washington Commanders and Philadelphia Eagles, marks a key step in the NFL’s ongoing efforts to broaden its international reach and connect with a growing global fanbase. The game, scheduled for [Insert Date – Assuming late 2025/early 2026], will serve as a testing ground for innovative fan experiences powered by Bwin’s technology and the NFL’s commitment to delivering world-class entertainment. This initiative aligns with the NFL’s broader international strategy, which includes games in London, Germany, and now Spain.

Bwin’s Role: Powering Interactive Fan Experiences

Bwin’s involvement extends beyond traditional sponsorship. The partnership focuses on creating immersive and interactive experiences for fans both at the stadium and remotely. Key elements include:

Enhanced In-Stadium Activations: Bwin will host dedicated fan zones offering interactive games,contests,and opportunities to win exclusive NFL merchandise.These zones will leverage augmented reality (AR) and virtual reality (VR) technologies to provide unique experiences.

Real-Time Betting Integration: Fans within the stadium will have access to Bwin’s mobile betting platform, allowing for real-time wagering on game events. responsible gaming measures will be prominently displayed and enforced.

Digital Fan Engagement: Bwin and the NFL will collaborate on digital content, including pre-game analysis, live game updates, and post-game highlights, distributed across social media platforms and the NFL’s official website. Expect interactive polls, quizzes, and prediction contests.

Exclusive VIP Experiences: Bwin will offer exclusive VIP packages, including premium seating, meet-and-greets with players, and behind-the-scenes access.

commanders and Eagles: ambassadors for the International Game

the Washington Commanders and Philadelphia Eagles were specifically chosen to represent the NFL in this inaugural Madrid game. Their participation isn’t merely symbolic; both teams are actively involved in promoting the event and engaging with fans in Spain.

Community Outreach Programs: Both the Commanders and Eagles are planning community outreach programs in Madrid, including youth football clinics and visits to local schools. These initiatives aim to foster a love for American football among spanish youth.

Player Appearances: Key players from both teams will participate in promotional events leading up to the game, generating excitement and building anticipation.

social Media Campaigns: The Commanders and Eagles are leveraging their social media channels to connect with Spanish fans, sharing content in Spanish and engaging in conversations about the upcoming game.

Team-Specific Fan Zones: Expect dedicated fan zones representing each team, offering unique merchandise and experiences tailored to their respective fan bases.

The Growing Popularity of NFL international Games

The NFL’s commitment to international games has been a resounding success.Games in London and Germany consistently draw large crowds and generate significant media attention. The Madrid game represents the next logical step in this expansion.

London Success Story: The NFL has been playing regular season games in London as 2007, and the demand for tickets consistently exceeds supply. This demonstrates a strong and growing appetite for American football in the UK.

German Market Expansion: The NFL began playing games in Germany in 2022, with matches in Munich and Frankfurt selling out quickly.The German market has proven to be highly receptive to the NFL’s brand of entertainment.

Spain as a New Frontier: Spain presents a unique opportunity for the NFL, with a large and passionate sports fan base. The partnership with Bwin and the involvement of the Commanders and Eagles are crucial to establishing a strong foothold in the Spanish market.

Benefits of the NFL-Bwin Partnership

This collaboration offers several key benefits for all stakeholders:

For the NFL: Increased global brand awareness, expanded revenue streams, and a deeper connection with international fans.

For Bwin: Enhanced brand visibility, access to a highly engaged audience, and the opportunity to showcase its innovative betting platform.

For Fans: More immersive and interactive game experiences, exclusive content, and opportunities to connect with their favorite teams and players.

For the Commanders & Eagles: Increased international recognition and a chance to build a loyal fan base in a new market.

Responsible Gaming Considerations

Both the NFL and Bwin are committed to promoting responsible gaming practices. The partnership will include prominent messaging about responsible gambling, age verification protocols, and resources for individuals struggling with gambling addiction. This commitment is crucial to ensuring that the partnership is sustainable and ethical. Expect clear guidelines and support systems to be readily available for fans engaging with Bwin’s platform.

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