Kansas City Chiefs set their eyes on ‘passionate’ Spanish NFL fans

The Kansas City Chiefs are targeting new NFL fans in Spain as part of a strategic, league-wide initiative to grow the sport globally.

In 2022 the league established a Global Markets Program which gave teams marketing and commercial rights in specific international territories. The Chiefs were awarded rights to the UK, Ireland, and Spain in 2025, adding to their existing rights in Mexico, Germany, Austria, and Switzerland.

Their recent Super Bowl successes with a team led by star players like Patrick Mahomes and Travis Kelce with Kelce’s high-profile relationship with Taylor Swift also significantly increasing the team’s exposure to new audiences, including those who may not have been football fans before.

Spanish passion

Lara Krug, marketing director for the NFL franchise spoke to AS about the new relationship with Spain.

“We felt that there was a growing fan base there, as well as the fact that it is strategically located in Europe.

There is a lot of connection between Spain and Kansas City, with our city twinned with Seville,“ added Krug, who assures that they have found ”the right partners" to promote the franchise in Spain and she highlights the “great passion” she sees in Spanish fans.

“We want to play there as soon as possible,” she concludes, sealing the Chiefs’ commitment to Spain.

The Chiefs have expressed a real interest in playing a game in Madrid with the first-ever NFL game in Spain is scheduled for November 2025, and while the Chiefs won’t be playing in it, the event will serve as a major test for the market, potentially opening the door for future KC games.

Just this week, the franchise launched market-specific content and campaigns, including a new Spanish-language mascot, “KC Lobazo.”

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