US sports media enterprise Sports Illustrated (SI) and its Sports Illustrated Tickets (SIT) marketplace have expanded their support of the NFL’s first-ever game in Madrid, Spain, by adding the Miami Dolphins franchise to its sponsorship slate.
Under the new agreement, SIT will serve as the official fan experience partner of the Dolphins during their match against the Washington Commanders on November 16 at Madrid’s iconic Bernabeu Stadium, home of soccer giants Real Madrid.
As part of the deal, SIT will serve as the presenting sponsor of the Miami Dolphins Fan Zone, a three-day festival taking place from November 13 to 15 at Madrid’s Plaza de Espana that will feature live entertainment, interactive exhibits, and exclusive experiences.
In return, SIT gains extensive visibility and engagement opportunities throughout the festival, as well as digital and social integrations, including exposure across the Dolphins’ Spanish-language channels and co-branded fan giveaways.
SIT chief executive David Land said: “This partnership with the Miami Dolphins is a tremendous showcase of how Sports Illustrated Tickets continues to connect fans to the biggest moments in sports around the world.
“As the presenting partner of the Miami Dolphins Fan Zone, we’re excited to bring this experience to life in the heart of Madrid and celebrate this historic international game with fans from around the globe.”
The deal builds on SIT’s presence around the game, having already secured an agreement with the Washington Commanders in September to serve as their official fan experience partner for the match.
Under that deal, SIT has become the presenting partner of the ‘Command Center: Live from Madrid Special,’ a behind-the-scenes content hub delivering exclusive coverage and interviews from Spain to fans worldwide, gaining branding across the franchise’s programming.
SIT also has a separate multi-year deal in place with the league, struck in August, to serve as the official fan experience partner of the NFL in Spain and an official partner of the 2025 Madrid game.
That deal will see SIT featured across the NFL’s marketing and fan engagement assets, including in-stadium digital boards, jumbotron features, promotional signage, activation areas, and league media platforms around the game.
At the time, Lane said: “Entering a new market like Spain is a milestone moment – not just for the NFL, but for fans across Europe. We’re thrilled to help bring international audiences closer to the game and elevate the fan experience on a global stage as only a Sports Illustrated company can.”
SIT has been building its presence in Europe, having already struck major long-term partnerships with English soccer’s Tottenham Hotspur and Birmingham City FC, with SIT gaining branding in and around the home grounds, Tottenham Hotspur Stadium and St Andrew’s, respectively.
