Sports Illutrated Tickets (SIT), the ticketing and fan engagement brand that has swept up partnerships across the NFL in recent seasons, has expanded its agreement with the Atlanta Falcons franchise to cover the team’s upcoming international game in Madrid, Spain.
The Falcons will face the Cincinnati Bengals (another SIT partner) at the iconic 84,000-capacity Santiago Bernabeu stadium on November 8, with SIT to serve as the team's official fan experience partner around the game.
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Ahead of the fixture, SIT will offer fans the chance to win tickets to the game through a sweepstakes competition.
SIT has been a partner of the Falcons since the beginning of the 2025 season in a fan experience-focused deal that included the creation of the Sports Illustrated Tickets Lounge hospitality space at the team’s Mercedes-Benz Stadium.
Speaking on this new expansion, the vice president of corporate partnerships at Falcons parent AMB Sports and Entertainment, Alex Polofsky, commented: “Sports Illustrated Tickets has been a terrific partner in helping us create memorable experiences for Falcons fans, and we’re excited to extend that relationship internationally as we head to Madrid.
“The NFL’s continued global growth presents incredible opportunities to connect with fans around the world, and this expansion allows us to engage our supporters in Spain in a meaningful way. We look forward to working together to bring the Falcons brand to new audiences and deliver unique opportunities for fans on an international stage.”
SIT is already experienced in the Spanish market, having served as the NFL’s fan engagement partner for its first-ever international game in Madrid in the 2025-26 season.
At that time, SIT chief executive David Lane spoke to Sportcal (GlobalData Sport), explaining: “The game may be held in Madrid, but this is a global event, and a global audience will be tuning in, so it creates increased awareness and opportunities for us as Sports Illustrated Tickets.
“The Spanish market is a focus for us, and we're in active conversations with multiple opportunities and partners there. This [partnership] just helps to start that foundation of what we think is one of the biggest opportunities we see in the world.
“With a partner like the NFL, a stadium [like the Bernabeu], and the team that's responsible for local operations, they are capable of putting on what will be a spectacular game.”
SIT is already an officially licensed NFL ticket vendor through the league’s “open” ticketing system, NFL Ticket HQ.
Recently, it also became the official fan experience partner of the NFL in the UK, in a deal spanning the recent trilogy of London international games.
Having partnered with the league in London this season, and with its partnership with the New England Patriots including the team’s game in Munich, Germany in November, this Spain partnership ensures SIT will feature at five of the six NFL international games in Europe this year.
The Falcons are one of seven NFL teams to partner with SIT, following the New England Patriots, Pittsburgh Steelers, Cincinnati Bengals, Washington Commanders, Tampa Bay Buccaneers, and most recently, the Jacksonville Jaguars.
