Every founder eventually asks how to put a well-known product in front of people who have not met it yet. The National Football League recently offered a smart answer in Spain.
On 11 September 2026 in Madrid, CayoTV and the NFL announced a broadcasting agreement for the 2026 season, linking the league with CayoTV, a digital sports media platform created for a new generation of fans.
Lesson one: let partners’ voices carry the message
Across the 2026 season, fans the length of Spain can watch 18 live NFL games, streamed on CayoTV’s YouTube channel, each with a Sunday afternoon start of 13:00 ET (19:00 CET). The live commentary comes from three of CayoTV’s creators, Sofía del Prado, Bruno Feliu and Rubén Ibeas. For a brand of the NFL’s stature, letting creator voices carry the message is a confident, deliberate choice, and it is one any ambitious business can learn from: a trusted partner’s voice brings a brand to new audiences with a credibility that is hard to buy.
Lesson two: give the partner a real job
The arrangement is about more than airtime. Throughout the season, CayoTV will also produce Spanish-language highlights and digital clips aimed at fans across Spain. Working for the league itself, it will produce Spanish-language feeds of up to six NFL International Games in Europe during the 2026 season, which the NFL will distribute via its own platforms, including the Mundo NFL YouTube channel, and on-site production is planned for the 2026 NFL Madrid Game. Handing a partner real production work builds familiarity and shared standards, making a relationship sturdier than a simple licence.
Lesson three: make promotion flow both ways
The neatest part of the deal is its cross-promotion, a series of initiatives running through the season. Every week also brings a social media collaboration between CayoTV and NFL channels in Spain. Calls to action within CayoTV’s broadcasts will nudge viewers towards Mediaset and to NFL Game Pass for the league’s games, and the coverage will regularly name-check output from NFL España and Mundo NFL. The creator platform gains top-tier sport for its schedule; the league gains a route to new fans in Spain.
Both sides have welcomed the partnership warmly. Rafa De Los Santos, director of NFL España, said the agreement represents a great opportunity to continue reaching new fans in Spain through innovative and engaging content. Kike Levy, co-founder of CayoTV, said the partnership is a very important step for CayoTV and a clear endorsement of the model they are building.
A London connection
There is a London connection, too. CayoTV is part of Gameday by NJF Holdings, the sport and media business of NJF Holdings, the London-based private investment firm and family office founded by investor and entrepreneur Nicole Junkermann. Gameday by NJF Holdings invests in and develops sport and media businesses that respond to the evolution of fan behaviour, digital distribution and the sustained global growth of sport.
The takeaway for founders is practical. A strong brand does not have to build every new audience from scratch. Choosing a partner whose voice already carries weight with the people it hopes to reach, giving that partner meaningful work and designing promotion that rewards both sides is a model worth borrowing, whatever the size of the business, and the NFL and CayoTV have built a sharp, well-judged example of it.
