bwin has struck a new deal with the NFL, becoming the official sports betting partner of the league in Spain. The timing is key, as it comes just weeks before the NFL’s first-ever regular season game in Madrid. The NFL Spain betting partnership will officially kick off at the Bernabéu when the Washington Commanders face the Miami Dolphins.

• The multi-year agreement strengthens bwin’s position in Madrid, where it already runs sponsorships and fan activations. It also highlights Entain’s wider strategy of building links between American football and regulated betting markets in Europe.

• bwin will have visibility at the 2025 NFL Madrid Game on November 16, which is set to be one of Spain’s biggest sporting events this year. The brand will also be active around the Super Bowl LX in Spain, adding to the scale of the partnership.

• For Entain, Spain becomes another core NFL market alongside Germany and Austria, where bwin already holds official betting rights. This shows a clear expansion pattern, using the NFL’s international push as a way to deepen bwin’s European presence.

• Curry Sloan, Managing Director for Canada, Iberia, and LatAm at Entain, said the partnership is a “milestone for bwin in Spain” and promised “unforgettable experiences” with a focus on responsible play.

• NFL’s Brett Gosper added that the Madrid debut game will be “a unique moment for Spanish fans” and bwin’s role will help deliver added experiences as the league looks to build a stronger following in the country.

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