Why Bengals landing Madrid game is testament to Joe Burrow’s star power

Quarterback Joe Burrow’s long-time ambition for an international platform has finally come to fruition, as the Cincinnati Bengals are set to face the Atlanta Falcons in Madrid during Week 9 of the 2026 season.

Following a disappointing 6-11 finish in 2025, the NFL selected the Bengals to headline this expansion into Spain, a move Burrow has supported to help grow the global reach of football.

He has previously stated that his involvement in projects like the “Quarterback” docuseries was a deliberate effort to expand the league’s international footprint, and this game in Madrid serves as the ultimate validation of those efforts.

The decision to send the Bengals to Madrid is a significant testament to Joe Burrow’s massive star power.

Sports analyst Peter Schrager emphasized on X that the Bengals were specifically “chosen” for this high-priority growth market because Burrow has become a genuine “international superstar.”

His influence now stretches far beyond the football field because Burrow has established himself in global pop culture through high-profile appearances at events like the Met Gala, Fashion Week, and various exclusive gatherings hosted by Fanatics.

The Bengals were chosen as the team to represent the NFL in Madrid– a priority a growth market for the league.

Let me repeat.

The BENGALS were CHOSEN.

My takeaway? Joe Burrow is an international superstar.

From this week's "The Schrager Hour"…@OmahaProd @LndsPatterson pic.twitter.com/0o6KmVa5Iu

— Peter Schrager (@PSchrags) May 13, 2026

The league is clearly leveraging his celebrity status to strengthen its brand in new European markets.

Back in Cincinnati, excitement is high as Burrow returns to the field for voluntary offseason workouts.

After dealing with health issues and undergoing toe surgery last year, he seems to be in great spirits, with reporters noting that he was “dancing” during the early training stages.

This positive atmosphere indicates that he is in a “great place” both physically and mentally as he heads into the 2026-27 season.

Head coach Zac Taylor reinforced this sentiment recently, calling Burrow a “great leader” and highlighting the importance of having his elite presence back on the field to lead the offense.

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