When the NFL proposed expanding its operations into Spain, the Miami Dolphins jumped at the chance. This was the gesture made by the Dolphins’ vice president of international development, Felipe Formiga, a Brazilian and the only Latino to hold this position among the 32 NFL franchises. This journey, which began in 2021, will culminate in Sunday’s game against the Washington Commanders. The first NFL regular season game in Spain is a significant milestone, and the franchise sees it as a major challenge: to make this debut a success. To achieve this, they are leveraging their greatest asset: the cultural connection. “We want to become the NFL team for the entire Spanish-speaking world.”
The Dolphins have a commercial presence in Brazil, Mexico, Colombia, Argentina, and Spain, in addition to the United Kingdom. In Miami-Dade County, home to the Hard Rock Stadium, more than 66% of the population speaks Spanish. “It’s crazy,” says Formiga, who explains this Hispanic connection by pointing to the more diverse social fabric of this area compared to other parts of Florida or California. “Miami’s DNA is Hispanic-Latino.” A legacy he describes as global. “The culture, present every day in the office, is very different. We have Latinos in every department. When we sit down to discuss a global strategy, it’s much more natural for us because our team is international.” Cubans, Argentinians, or Colombians, whether immigrants or born in Miami, hold positions in social media management and human resources. “We could almost say the opposite, that there are few second- or third-generation Americans in senior management.” One of the most recent CEOs, the son of Mexican immigrants, came from Los Angeles. In Formiga’s team there is a daughter of an Argentinian and a Uruguayan.
From there to Madrid, with 14% of its registered population being Latino, more than a million people. “Being here is a moment of celebration. Having a game at [Real Madrid’s] Bernabéu and practice sessions at [Atlético’s] Metropolitano… it’s incredible. They are two of the most iconic stadiums in the world. And it’s an opportunity to do something for the first time.” Although the Dolphins are playing one of their regular season home games in Madrid, it is the NFL that decides the venues. “Everything we are doing reinforces our commitment and cultural connection with Spain.” Activities such as developing flag football — the Olympic version, without tackling — in Madrid or Barcelona with more than 400 children and with ambassadors like former Spain soccer international Fernando Torres. The result, as in other international games, is that the fans celebrate the sport itself regardless of who is playing, but ultimately the host is the one who brings the party, with all that implies in terms of branding.
The Dolphins, who in 1972 achieved the only perfect season in NFL history — winning all 14 regular-season games and all three playoff games — already had a Hispanic heritage with Californian Manuel “Manny” Fernández, one of the leaders of the defense, who recorded 17 tackles in the Super Bowl, in which they beat Washington. A roster that in recent times has been bolstered by names like Kiko Alonso, Greg Camarillo, and Matt Moore. The remaining challenge is to place a Latino at the top; for example, one of the league’s top 10 quarterbacks.
“I would love it, I think it’s possible. Why not? The league’s diversity is growing a lot,” says Formiga. It’s a matter of numbers that stems from college football — the almost exclusive source of draft talent — and from the cultural influence of Mexicans and Cubans, countries with a strong tradition in soccer and baseball. “It’s a very local effort. For us, it’s key to start the American football culture very early. It’s much more difficult if they start playing at 15 years old.”
The Dolphins arrive in Madrid with a 3-7 record, but still have a chance to make the playoffs after beating the Buffalo Bills on Sunday. “The event is much bigger than the game.” The franchise will assess the impact through attendance at the Bernabéu and other events such as the Fan Zone in Plaza de España — Thursday to Saturday from 12:00 to 22:00 — where it will welcome its fan base from the UK, Ireland, and Germany. Formiga is looking for synergies with the local economy and with other sports like Formula 1, a model that has worked in Miami. “We want to continue strengthening our presence in the country. We are interested in being in Spain in the medium and long term. We will always tell the NFL to consider us if there is an opportunity to play here.”
It’s a two-way relationship, as the franchise leverages the market while simultaneously lobbying for the league — which ultimately decides where games are played — to return. “We want them to come back more often and in different ways.” The Dolphins are the only team with commercial rights in Colombia and Argentina, advocating, for example, for a game in Buenos Aires. “We’ve made a very clear approach to the NFL. For us, Spain is a top priority.” Formiga cites recent examples like Brazil and Germany, where the NFL returned one or two years after its initial launch. “When there’s an expansion, they don’t usually come for a year and then disappear. We all have that commitment.”
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