With the NFL’s upcoming international game in Madrid, Spain, fast approaching, ticketing and fan engagement brand Sports Illustrated Tickets (SIT) has expanded its agreement with the Cincinnati Bengals franchise to cover the high-profile game.
The Bengals will face the Atlanta Falcons (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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Through the deal, SIT will offer Bengals fans the chance to win tickets to the game through a sweepstakes competition. Furthermore, SIT will also serve as the presenting sponsor of the Bengals’ fan party activation in Madrid.
This announcement comes soon after SIT struck a similar deal with the Falcons, ensuring that it has consolidated its coverage of the NFL’s annual Spain matchup.
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 Bengals are one of seven NFL teams to partner with SIT, following the Patriots, Falcons, Pittsburgh Steelers, Washington Commanders, Tampa Bay Buccaneers, and most recently, the Jacksonville Jaguars.
