When the NFL considered expanding its operations in Spain, the Miami Dolphins raised their hand. It is the gesture made by the vice president of International Development, Felipe Formiga, Brazilian, the only Latin American to hold this position in the 32 American football franchises. A journey from 2021 that will lead to Sunday’s duel against the Washington Commanders. The icing on the cake is the first game of the NFL regular season in Spain, which the franchise accepts as a great “challenge” to make this debut a success. And to do so it deploys its main asset, the cultural bond. “We want to become the NFL team for the entire Spanish-speaking world.”
Of the six countries in which the Dolphins have a commercial presence, five are Latin: Brazil, Mexico, Colombia, Argentina and Spain, as well as the United Kingdom. In Miami-Dade County, home of its stadium, more than 66 percent of the population speaks Spanish. “It’s crazy.” Formiga explains this Hispanic connection with a more diverse fabric in his area than others in Florida or California. “Miami’s DNA is Hispanic-Latino.” A legacy that appeals as global. “The culture, present every day in the office, is very different. We have Latinos in all departments. When we sit down to talk about a global strategy, it is much more natural for us because our team is international.” Cubans, Argentinians or Colombians, whether migrants or born in Miami, in positions such as social network management or human resources. “We can almost say the opposite, that there are few second- or third-generation Americans in high positions.” One of the latest bosses, the son of Mexicans, arrived from Los Angeles. In Formiga’s team there is the daughter of an Argentinian and a Uruguayan.
From there to Madrid, with 14% of registered Latin inhabitants, more than one million people. “Being here is a moment of celebration. Playing at the Bernabéu and training at the Metropolitano… it’s crazy. They are two of the most iconic stadiums in the world. And the opportunity to do something for the first time.” Even if the Dolphins flip one of their home games, the NFL decides the locations. “Everything we are doing strengthens our commitment and cultural bond with Spain.” Activities such as development flag football —the Olympic mode, without contrasts— in Madrid or Barcelona with more than 400 children and with ambassadors like Fernando Torres. The result, as in other international matches, is that fans celebrate the sport itself regardless of who is playing, but ultimately it is the host who brings the party. With what this means for branding purposes.
The Dolphins, who had the only perfect season in NFL history in 1972, won all 14 regular season games and all three games. playoff– they already had Hispanic origins with the Californian Manuel José Manny Fernández, one of the leaders of the defense, made 17 tackles in the Superbowl, won against Washington. A list that has recently been enriched with names such as Kiko Alonso, Greg Camarillo and Matt Moore. The pending challenge is to bring a Latin American to first place, for example, among the ten best quarterback of the league. “I would like to, I think it’s possible. Why not? The diversity of the championship is growing a lot.” A question of numbers that starts from the universities – the almost exclusive granary of draft– and the cultural commitment of Mexicans or Cubans, countries with a great tradition in football or baseball. “It’s a very local job. For us it’s essential to start the culture of American football very early. It’s much more difficult if they start playing at 15 years old.”
The Dolphins arrive in Madrid with a balance of three wins and seven defeats, but still with options to play playoffs after surprising the Buffalo Bills on Sunday. “The event is much bigger than the game.” The franchise will evaluate the impact through presence at the Bernabéu and other events such as the Fan Zone in the Plaza de España – from Thursday to Saturday from 12:00 to 22:00 – in which they will receive their social mass from the United Kingdom, Ireland or Germany. Formiga seeks synergies with the local economic fabric and with other sports such as Formula 1, a model that worked in Miami. “We want to continue to strengthen our presence in the country. We are interested in staying in Spain in the medium to long term. We will always tell the NFL to consider us if there is an opportunity to play here.”
A two-way relationship, since franchising exploits the market and makes money at the same time lobby for the league, which ultimately decides where games are played, to return. “May it return several times and in different ways.” The Dolphins are the only team with commercial rights in Colombia and Argentina, claiming, for example, to play a game in Buenos Aires. “We have taken a very clear approach towards the NFL. For us, Spain is an absolute priority.” Formiga cites recent examples such as Brazil or Germany where the championship returned a year or two after the first. “When there’s an expansion, they usually don’t go on for a year and then if I saw you I don’t remember. We all have this commitment.”
