November 16, 2025, will mark a milestone for sports in Spain: for the first time ever, the NFL will hold a regular-season game in our country. It will take place at the iconic Santiago Bernabéu Stadium in Madrid, featuring the Miami Dolphins and the Washington Commanders (sportstourismnews.com).
This event not only represents a major opportunity for sports but also a perfect moment to reflect on another growing trend: the relationship between cannabis and professional sports.
What Does Cannabis Have to Do with the NFL?
For many years, the NFL’s policy on cannabis was strict — frequent drug testing and harsh penalties for players who failed. (Weedmaps)
However, in recent years, the league has started to ease its rules:
- The allowed THC threshold in certain tests has been raised. (CannaButter Digest)
- Penalties for use have been reduced, and cannabis and its derivatives are increasingly being discussed within medical contexts — pain management and recovery — rather than seen solely as banned substances. (fairwindscannabis.com)
This opens an interesting debate on how cannabis — whether for medicinal use, recovery, or wellness — could be integrated into the world of elite sports.
Madrid, Sports, and Cannabis: A Promising Connection
The arrival of the NFL in Madrid creates a cultural bridge — the “glamour” of American football, the global reach of the sport, and the energy of a vibrant, international city.
For the cannabis sector — social clubs, associations, or wellness initiatives — this event presents several opportunities:
- International Visibility: With fans from all over the world coming to Madrid, the city becomes a global spotlight. For those in the cannabis space, this could be a perfect time to build presence, host side events, talks, or experiential activations.
- Wellness and Sports Recovery: Although NFL players follow strict medical protocols, the league’s evolving stance on cannabis opens a door to discuss recovery and performance. In Spain, clubs could join this dialogue — exploring the role of CBD products and other legal cannabis derivatives in the athletic recovery space.
- Culture of Experiences: Major sporting events are also experiences for the fans. Around the NFL game, there’s room for “fan zones,” themed pop-ups, talks, or roundtables connecting sports, health, and cannabis, giving the cannabis sector new ways to reach a broader audience.
Events in Madrid’s Cannabis Clubs
- Pre-Game Themed Event: Host a talk, workshop, or tasting — for example, focused on CBD or legal products — on the day before the game, connecting wellness, recovery, and responsible cannabis use.
- Digital Content Linking Sports & Cannabis: Publish articles or social posts like “Cannabis and Athletic Recovery: What’s Changing in the NFL.”
- Networking During the Event: Create informal meetups for cannabis professionals, building synergies around the NFL’s presence in the city.
Legal and Responsible Considerations
It’s essential to remember that cannabis legality in Spain has unique nuances: associations must comply with local regulations, cannot sell openly in most cases, and must operate responsibly.
Using a major sports event as a platform requires clear, responsible communication — no promotion of irresponsible use, full legal compliance, and a focus on wellness and education.
Likewise, when discussing “sports” and “cannabis,” it’s important to clarify that cannabis use in the NFL remains regulated, and all discussions should remain informed and respectful.
See You in Madrid
The upcoming NFL game in Madrid is not just a sporting event — it’s a window of opportunity for aligned industries like cannabis that seek to connect with new audiences, foster health and sports conversations, and be part of an international experience.
Madrid is ready — for the show, the sport, and, why not, for a more open and modern conversation about cannabis. 🌿🏈
