Bwin just became the NFL’s official sports betting partner in Spain. The operator already works with the league in Austria and Germany.
Curry Sloan runs Bwin’s operations across Canada, Iberia and Latin America. He called the deal “an exciting milestone” for the company’s Spanish market.
Brett Gosper leads the NFL’s expansion efforts in Europe and Asia-Pacific. Both executives highlighted Spain’s growing football fanbase in their statements about the partnership.
Why This Partnership Matters Now
The timing isn’t coincidental. Spain will host its first NFL regular season game on November 16, 2025.
That historic match happens at Madrid’s Bernabéu Stadium. The Washington Commanders face the Miami Dolphins in front of Spanish fans.
The NFL’s been pushing hard into European markets recently. Just this week, Paddy Power became the league’s UK and Ireland sportsbook partner.
Spain represents fresh territory for American football betting. The country’s sports betting market has grown significantly since regulation changes.
What Bwin Gets from the Deal
This multi-year agreement covers more than just regular season games. Bwin also becomes the official Super Bowl betting partner in Spain.
The company plans “activations, promotions and personalised content” for Spanish fans. These experiences will debut at the Madrid game.
Bwin can now offer NFL-branded betting products across its Spanish platform. The partnership includes exclusive marketing rights tied to league content.
Sloan emphasized “safe and responsible gaming” as part of their fan engagement strategy.
How This Reshapes European Sports Betting
The NFL’s European expansion creates new opportunities for operators. Spain joins a growing list of markets where American football drives betting activity.
Bwin’s existing relationships in Austria and Germany give it experience with NFL partnerships. That knowledge should help in the Spanish rollout.
Other operators will likely pursue similar deals as the NFL schedules more European games. The league’s international strategy depends on local betting partnerships.
Gosper mentioned the NFL’s “growing fan base in Spain” as justification for the expansion. The November game will test that assumption.
The partnership reflects broader trends in sports betting. European operators increasingly chase American sports content to differentiate their offerings.
Spain’s regulated market makes it attractive for international sports leagues. The country’s betting framework provides clear rules for operator partnerships.
This deal positions Bwin ahead of potential competitors in Spanish NFL betting. But success depends on whether Spanish fans embrace American football wagering.
