Automotive heavyweight Toyota has renewed its commercial tie-up in Spain with American football's top-tier NFL, as the league prepares for its second game in Madrid on November 8.
For that clash, taking place at the iconic Santiago Bernabeu Stadium between the Cincinnati Bengals and the Atlanta Falcons, Toyota will again be an official sponsor, as it was for the league's first-ever Madrid game, held last year.
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As was the case last year, Toyota's presence around the game will be accompanied by a range of activations and fan experiences.
The inaugural NFL game in Spain – in which the Miami Dolphins beat the Washington Commanders, 16-13 – was watched live by over 78,000 fans at the Bernabeu.
Other firms to have partnered with the NFL for last year's game, aside from Toyota, included Sports Illustrated Tickets, betting firm Bwin, and the Santander bank.
Rafa de los Santos, director of the NFL Spain division, commented: "Spain has become one of the most interesting markets for the NFL and partners like Toyota are a fundamental part of this growth.
"Toyota shares our ambition to reach a new generation of fans and to make the NFL Madrid Game an experience that begins long before kickoff and continues long after the final play."
The 2026 NFL Madrid event was confirmed by the league in February, through a multi-year deal that was struck with the stadium's owners – Spanish soccer giants Real Madrid – as well as with the Madrid city government.
The NFL claims a fanbase of 11 million in Spain, and the aforementioned partnership will also see the league support flag football initiatives in the country.
The Dolphins, alongside the Chicago Bears and the Kansas City Chiefs, have marketing rights for Spain as part of the NFL’s global markets program.
Toyota was also a sponsor of the NFL's Melbourne game, with that deal unveiled earlier this month.
