Touchdown in Spain: Kansas City Chiefs set sights on international expansion

In today’s NFL, no team commands more global attention than the Kansas City Chiefs. Winners of three of the last six Super Bowls (and four overall), the Mahomes-led powerhouse isn’t just the league’s top team — they’re its defining current dynasty. And now, they’re officially planting their flag in Spain.

The Chiefs have been granted international marketing rights in Spain under the NFL’s Global Markets Program, joining the Miami Dolphins and Chicago Bears, who entered the Spanish market back in 2022. The move allows Kansas City to promote the franchise, sign local sponsors, and grow its fan base across Spain — with a long-term goal of playing a regular-season game in the country.

While nothing is finalized, league sources tell AS that the Chiefs’ interest in playing in Spain is real. The Dolphins will serve as the home team for the first-ever regular-season NFL game in Spain, scheduled for November 16, 2025, at Santiago Bernabéu Stadium in Madrid. Their opponent is expected to be the Cincinnati Bengals — the Chiefs aren’t eligible, as they’re not on Miami’s 2025 home schedule.

But if that Madrid matchup is a success, the door opens for Kansas City to follow.

A booming fan base — and a growing NFL - Spain connection

According to internal NFL data, the Chiefs have seen surging popularity in Spain in recent years, driven largely by their winning run and the star power of Patrick Mahomes. The two-time MVP was second in jersey sales in Spain last season, trailing only Josh Allen. Chiefs tight end Travis Kelce ranked third — helped, no doubt, by his status as one of the league’s all-time greats and his high-profile relationship with Taylor Swift.

Fun fact: Kansas City and the Spanish city of Seville have been sister cities since 1967. There’s even an avenue named after Kansas City in Seville, and a replica of the iconic Giralda tower in Missouri. (Although no, the red-and-yellow stripes on the Chiefs’ uniforms aren’t a nod to the Spanish flag — just a coincidence.)

What is the NFL’s Global Markets Program?

Launched in 2022, the International Home Marketing Areas (IHMA) initiative allows teams to select specific international markets where they can operate as a “local” franchise. That includes exclusive marketing rights, merchandising, local sponsorships, and the ability to run fan events and youth programs.

The endgame? Build loyalty abroad — and, ultimately, play games there. It worked in Germany, where Kansas City hosted a game in 2023. And it’s happening in Ireland too: the Pittsburgh Steelers, who hold rights there, will play a game in Dublin next season.

The Chiefs already hold IHMA rights in Mexico, Germany, Austria, and Switzerland. With Spain now added, they’ve made their most high-profile international push yet.

Mahomes and Kelce back the move

“This is huge,” said Travis Kelce in a 2024 interview. “It’s epic, legendary — a once-in-a-lifetime opportunity. Anytime you can go overseas and play, you’d be crazy not to. I had a blast in Germany, I’ve played in Mexico and London. Fans outside the U.S. are electric, and we love their support. If we play in Spain? Baby, we’re going to make it a party.”

Patrick Mahomes was also on board. Asked by AS during a game in Frankfurt about a possible Spanish appearance, the Super Bowl MVP said: “I’m open to everything. I love traveling, spreading the game, and showing the world what football is about.”

The Chiefs quarterback even visited Marbella on vacation and had glowing things to say. “The food was first-class. Experiencing the culture was incredible. It was my first time in Europe outside of a football trip, and I loved it — the golf, the beach, the people… I had a great time.”

A legacy continued

Chiefs chairman and CEO Clark Hunt echoed the enthusiasm: “We’re excited to help bring American football to Spain starting in 2025,” he said. “When my father Lamar Hunt founded the AFL, his vision was to share this sport with fans everywhere. That legacy continues today, and we’re proud to carry it forward in a new region like Spain.”

What’s next?

The NFL currently has no long-term agreement with Spain — unlike the UK or Australia — so the 2025 game at the Bernabéu will serve as a major test. If the event delivers, it could open the door for more games, more teams, and yes, a Chiefs game in Spain sooner than later.

Across the league, 29 of 32 teams now hold international rights in 21 countries, including Brazil, the UK, Canada, and the UAE (as of 2025). The Chiefs, already one of the league’s most global brands, are making their Spanish move — and the NFL’s international ambitions are just getting started.

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