The National Football League returns to Madrid and Toyota will once again be at the forefront for the second consecutive year as the official sponsor of the NFL in Spain. The Spanish capital will host the 2026 NFL Madrid Game between the Cincinnati Bengals and the Atlanta Falcons next November 8 at the Bernabéu.
The NFL Madrid Game in November 2025 brought together 78,610 fans at the Bernabéu for the first NFL regular season game played in Spain. The renewal of this partnership will allow Toyota and the NFL to continue connecting with new audiences, while Toyota continues working to build a more relevant, approachable, and aspirational brand.
Francisco Berrocal, President and CEO of Toyota España: “We are very proud to continue for the second consecutive year as the official sponsor of the NFL in Spain. This alliance allows us to connect with new generations and be part of one of the major sporting events held in our country.”
“For Toyota, collaborations like this are an opportunity to bring the brand closer to people through meaningful experiences, sharing values such as self-improvement, teamwork, and innovation,” he commented.
For his part, Rafa de los Santos, director of NFL España, explained: “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,” he concluded.
Toyota and the NFL: an alliance that goes beyond sports
Toyota understands sports as a way to bring people together and share unforgettable emotions, and experiencing the NFL from the inside encompasses all of that. In this way, Toyota is betting on the NFL to bring the brand closer to new generations of fans, placing experiences and entertainment at the center of its activation.
Toyota‘s presence during the game will be accompanied by different experiences and activations so that fans can enjoy the entire NFL universe before, during, and after the game.
Toyota España and sports as entertainment
Toyota‘s agreement with the NFL in 2026 consolidates the relationship between both organizations and reinforces their commitment to continue supporting sports, with the aim of inspiring people to push beyond their limits, enjoy new emotions, and live new experiences. Since 2019, Toyota España has maintained its commitment to Team Toyota, made up of Ray Zapata, Desirée Vila, and Martín de la Puente. Likewise, Toyota is an official sponsor of the NFL in the United States, so this collaboration in Spain consolidates a global alliance based on shared values such as innovation, self-improvement, and teamwork.
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