NFL Madrid
Communications Strategy
Strategic campaign proposal for the NFL’s expansion into Spain
Developed a 360° communications strategy for the NFL’s expansion into Madrid, focusing on audience growth, media engagement, and event activation.
Project Overview
This project focused on developing a 360° communications strategy for the NFL’s expansion into Madrid, centered around a proposed game at the Santiago Bernabéu. The objective was to position the NFL within the Spanish market through a multi-phase campaign integrating digital content, media partnerships, PR, and live event activations.
My Role
Account Management · Content Strategy · Creative Direction
Campaign Strategy
The campaign was structured across four key phases designed to build awareness, generate excitement, activate audiences, and sustain engagement.
Awareness
Introduced the NFL to the Spanish market through localized digital content, influencer partnerships, and media outreach to build initial visibility.
Hype
Built anticipation around the Madrid game through teaser campaigns, player-driven storytelling, and strategic content releases.
Activation
Engaged fans through live experiences, interactive content, and event-day activations designed to connect audiences with the NFL brand.
Sustain
Maintained momentum post-event through continued storytelling, community engagement, and long-term content strategies.
Campaign Execution
Selected visuals showcasing key elements of the campaign, including digital content, social media strategy, and audience engagement.
Key Takeaways
This project explored how the NFL can establish a meaningful presence in the Spanish market through a culturally relevant and content-driven approach. By combining digital storytelling, strategic partnerships, and live event activation, the campaign was designed to build long-term engagement beyond a single game.
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Cultural relevance drives engagement.
Adapting content to local audiences is key to building authentic connections.
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Content is the core of modern sports marketing
Digital storytelling and player-driven narratives create stronger fan relationships.
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Events are platforms for long-term growth
A single game can act as a catalyst for sustained audience development.