Japanese automotive heavyweight Toyota has struck a deal with American football’s NFL, to sponsor the league’s presence in Spain.
Through the agreement, Toyota will serve as an official sponsor of the first NFL game to be played in Spain when the Washington Commanders will face the Miami Dolphins at the Santiago Bernabéu Stadium on Sunday (November 16).
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In addition to Toyota Spain branding in and around the stadium, the deal will see Toyota host a space there and run a quiz activation.
Through the tie-up, which runs until March 31 next year, Toyota will also serve as an official sponsor of the 2026 Super Bowl, the NFL’s flagship event, to be held on February 8.
The agreement strengthens Toyota’s existing relationship with the NFL, serving as the league’s official automotive partner and as the presenting partner of its flag tournaments across the US.
Regionally, Toyota has tie-ups with Spain’s Olympic team, Liga ACB top-tier basketball division, and Copa del Rey soccer tournament, among others.
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By GlobalDataSpain was confirmed as a new regular-season destination for the NFL in February 2024, becoming the fifth country outside of the US to host games as part of the International Series. The Dolphins were announced as the ‘home’ team for the game in January this year, with the Commanders announced subsequently.
It was announced in September that global sports streaming service DAZN had secured exclusive rights in Spain to American football’s NFL in a multi-year agreement starting from the recently started 2025-26 season. The deal covers the matchup between the Dolphins and the Commanders.
