JD brings NFL culture to Madrid A partnership of sport, fashion and music

The NFL is returning to Madrid. On 8 November, the Bernabéu will host a regular-season matchup between the Cincinnati Bengals and the Atlanta Falcons. Joining the league for the 2026 NFL Madrid Game will be JD, an official event sponsor and, above all, a key player in exploring the intersection between sport and streetwear. Two worlds that have long shared aesthetic codes, communities and languages, and that find one of their most interesting points of connection in American football.

JD has chosen to bring this connection to life through a series of initiatives for Spanish fans during the Bernabéu game. One of the highlights will be the JD Fashion Cam, a twist on the traditional Kiss Cam that will shift the spotlight from couples to the outfits in the stands. During half-time, cameras will seek out some of the most interesting looks in the crowd, turning the stands into a runway. Alongside the JD Fashion Cam, the brand will also set up a Fan Zone outside the stadium, designed to enhance the matchday experience and engage fans beyond the action on the field. A space where JD's presence will become part of the atmosphere surrounding the 2026 NFL Madrid Game, helping turn the match into an experience that brings together sport, entertainment and urban culture. On top of that JD creators will enjoy a privileged pitchside view of the halftime show and share the day's highlights with their respective communities.

The partnership's wider ambition, however, is to build a conversation around the NFL that extends beyond the field and does not end with the final whistle. Throughout the season, JD will develop a series of content exploring the connections between the league and urban culture, looking at the role of jerseys in the fans' imagination and their contribution to the crossover between sport and fashion, as well as the increasingly close relationship between football and music, which has become an essential part of the NFL's identity over the years. The programme will continue with watch parties and events in several Spanish cities, including Mallorca and Bilbao, before culminating in a Madrid event for the Super Bowl on 14 February 2027, which will take place at SoFi Stadium in Inglewood, California.