Entain’s bwin Becomes Official Sports Betting Partner of the NFL in Spain

Entain’s bwin brand has secured a major partnership agreement with the National Football League (NFL). Under this agreement, the popular sportsbook will become the Official Sports Betting Partner of the NFL in Spain.

Bwin Joins the NFL as Its Ally in Spain

According to Entain’s announcement, this tie-up marks a “historic moment” for Spanish sports as the country prepares to host its first NFL game ever. The company added that it also reinforces bwin’s commitment to offering best-in-class sports betting experiences to its fans.

In addition to becoming the Official Sports Betting Partner of the NFL in Spain, bwin will serve as the official sports betting partner for Super Bowl LX in Spain. As a result, it will work closely with the league to promote football in Spain and engage local fans.

To that end, bwin will launch a variety of exclusive activations, special promotions, and personalized content, bringing Spanish fans closer to the sport.

This is not bwin’s first agreement with the NFL, as the brand also serves as the league’s official sports betting partner in Germany and Austria. For Entain, this deal represents an opportunity to grow its presence in Spain, which has cemented itself as one of its key markets.

The First Game to Take Place in Spain Is Approaching

As mentioned, this year’s regular NFL season will mark the first time a game has been played in Spain. The match in question will see the Washington Commanders clash with the Miami Dolphins at Real Madrid’s iconic stadium, the Bernabéu Stadium in Madrid.

The game in question will take place on November 16, 2025, and will mark a historic moment for the NFL, bwin, and Spanish sports as a whole. Bwin will be present at the unprecedented event, which is set to be one of the “biggest sporting spectacles” in Spain’s sports calendar.

The partnership between the NFL and bwin comes shortly after the league formed a similar deal with Paddy Power in the UK and Ireland, ahead of the first game to take place on Irish soil.

An Exciting Milestone for Bwin and the NFL

Curry Sloan, Entain’s managing director for Canada, Iberia, and Latin America, commented on the matter, calling the partnership between bwin and the NFL an “exciting milestone” for the brand, especially considering the upcoming game.

As one of the world’s most exciting sports leagues, the NFL shares our passion for competition, entertainment, and fan engagement. Together, we will deliver unforgettable experiences and bring fans in Spain even closer to the action, always with a focus on safe and responsible gaming.

Curry Sloan, MD for Canada, Iberia, and Latin America, Entain

Brett Gosper, the NFL’s head of Europe and APAC, said that his team is similarly thrilled about the upcoming NFL game in Madrid. He thanked bwin for being its partner ahead of this historic moment.

We’re thrilled to be hosting our first-ever regular season NFL game in Madrid in November and are delighted to have bwin on board as a new partner in the market, helping to create unique and exciting experiences for our growing fan base in Spain.

Brett Gosper,  head of Europe and APAC, NFL

In other news, the Detroit Lions just confirmed BetMGM as the team’s first Official Sports Betting Partner.