The Sports Diplomacy Forum, held at Casa de América in Madrid on Friday, 14 November 2025, brought together representatives from governments, companies, cultural institutions, and the sports ecosystem of Spain and the United States to reflect on how sports can become a bridge for understanding and global cooperation.

Under the theme “Sports as a bridge for understanding and global cooperation,” the forum explored the role of American football, in particular, as a tool for intercultural connection, leadership, and shared prosperity. The main session, titled “How American football is emerging as a global language,” examined how the sport, much like soccer, is establishing itself as a unifying platform that transcends borders, fosters cultural exchange, and opens new economic opportunities and avenues for international collaboration.

In a context in which the United States approaches its 250th anniversary, the Fundación Consejo España – EE. UU. highlighted the importance of exploring the historical ties between the two countries and how these have endured over the years through diplomacy, trade, culture, and increasingly, sports. As Fernando Prieto, Secretary General of the Foundation, recalled:

“Sports have the unique ability to bring people together beyond borders and languages. Spain and the United States share centuries of common history, and events like this demonstrate how sports can become a bridge that fosters understanding and mutual friendship.”

The forum featured high-level interventions, including welcome remarks from Marissa Solis, Senior Vice President of Global Brand & Marketing at the NFL; León de la Torre, Director of Casa de América; and Fernando Prieto, Secretary General of the Foundation. Confirmed speakers included Akil Coad, Vice President of Compliance and Administration at the NFL; Will Stone, Head of Global Social Impact; and Felipe Formiga, Vice President of International Development. The session was moderated by Scarlen Martínez, Founder and CEO of Maven Strategy Group, and closing remarks were delivered by Estuardo Rodríguez, President of Friends of the National Museum of the American Latino.

Through panels, networking activities, and cultural exchanges, the forum highlighted the transformative role of sports in diplomacy, emphasizing how initiatives such as the NFL’s expansion in Madrid help build bridges between communities and cultures. As Marissa Solis noted:

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“The NFL’s expansion in Madrid represents much more than a new market: it is an opportunity to connect cultures through the universal language of sports. Initiatives like this show how American football can bring communities together, celebrate diversity, and promote shared values of teamwork and inclusion.”

This event reaffirms that sports are not only a powerful ambassador for Spain abroad but also an effective tool for diplomacy and cultural exchange, capable of generating opportunities for economic development, international cooperation, and the strengthening of historical ties between Spain and the United States.