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House of CulturePresents
Madrid | Mexico City — 2026

We Ignite
Global Culture

Food · Art · Culture · SportsOct 27 New York — LaunchNov 6–8 MadridNov 20–22 Mexico City

A bespoke cultural initiative alongside the NFL’s international season. Invitation only. Brand-built. Culture-first.

IF360International Football 3602026
The Opportunity

Football doesn’t arrive in a city.It transforms it

“The future of sport isn’t just played. It’s experienced.”

— Jill Hundenski, Founder + Creative Director

International Football 360 is where the NFL becomes more than a game.

It’s a cultural movement that brings people together through the things that move us all: food. music. art. community. legacy.

Two iconic cities. Two unforgettable weekends. One culture. This is football beyond borders.

190+
countries watch the NFL
1.6B+
global fans and growing
2
cities — Madrid · Mexico City
1
experience uniting sport + culture
IF360Why Now2026
Why Now

The perfect moment.
The global movement

Football is bigger than ever. Culture is moving faster than ever. And the world is more connected than ever. IF360 exists at the intersection of all three.

Global NFL growth

The league is no longer an American export — it is a world sport.

More unforgettable moments

The international slate keeps expanding, season on season.

Creators are the new media

The story of a weekend is told by the people living it.

Memory over messaging

Audiences buy moments, not impressions.

Culture is the new currency

Legacy is built through culture. Not campaigns.

+35%
International viewership since 2018
16
International games in 7 countries in 2024
200M+
Sports content posts on social, annually
78%
Prefer experiences over material things
∞
Legacy compounds long after the whistle

One weekend can change how the world experiences football.

The future of football isn’t just international.

It’s cultural

IF360The Experience2026
The Experience

Three containers.
Fill them with culture.

IF360 isn’t a campaign — it’s three containers built to be filled. An exhibit, a table and a culture programme, each engineered so a brand or an artist can move in and make it their own. We build the room and hold the standard. What happens inside belongs to the people we invite in.

01

The Exhibit

Deconstructed jerseys, footballs and artifacts, interpreted by commissioned artists. It opens in Madrid, then travels to Mexico City. Playbooks you can open. A sideline phone you pick up to hear the call. The helmet wall is the art direction — the backdrop everything else lives against.

02

The Table

Culture-clash cooking: a local chef beside an American one, tradition beside fusion. Barbershop conversation meets travel-food filmmaking — styled by football. Private dinners that become content.

03

The Culture

Fashion cut from deconstructed kits. Sets from artists who cross over. A gaming lounge where the trophy is a one-of-one helmet. Every moment is a container a partner’s creative team can fill.

What runs through all three
Food — A global culinary journey01

Food

Music
Music — Iconic sounds. Global stages02

Music

Art — Creativity shapes culture03

Art

Community — Fans. Friends. A united game04

Community

Legacy — A lasting impact beyond sport05

Legacy

IF360Two Cities. One Culture.2026
Two Cities. One Culture.
MADRID 2026 · IF360 ·
Madrid — where tradition meets energyMADRID 2026

Madrid

Football. Culture. Passion.

Where heritage meets energy and football passion runs deep. Madrid moves between tradition and reinvention — from historic neighborhoods and late-night tables to contemporary art, music and design. One city. One unforgettable cultural experience.

  • SalamancaGrand boulevards, flagship fashion, the polished city.
  • MalasañaRecord shops, vintage rails, the counter-culture.
  • ChuecaNightlife, design and open, unfiltered energy.
  • LavapiésImmigrant kitchens, street art, unvarnished Madrid.
  • Conde DuqueStudios, galleries and the contemporary arts quarter.

One global city · Deep football passion · Endless cultural energy

Madrid isn’t just a city. It’s an energy.

MEXICO CITY 2026 · IF360 ·
Mexico City — where culture never stopsMEXICO CITY 2026

Mexico City

Football. Flavor. Culture. Sin fronteras.

Where history meets movement and culture lives everywhere — in the streets, kitchens, galleries, music and neighborhoods. Mexico City is bold, layered and endlessly creative. One city. Endless energy.

  • RomaArt nouveau streets, galleries and new-wave kitchens.
  • CondesaTree-lined parks, terraces and after-dark culture.
  • CoyoacánCobblestones, markets and the artistic heart.
  • PolancoMuseums, fine dining and the modern city.
  • Centro HistóricoMurals, cantinas and five centuries deep.

20M+ metro population · Global cultural capital · Endless energy

Mexico City isn’t just a place. It’s a pulse.

IF360The Games — November 20262026
The Games — November 2026

Two games.
Two capitals

IF360 LaunchOctober 27, New York
November 8
Madrid
Week 9 · Nov 6–8
v
Bengals v Falcons
Estadio Santiago Bernabéu
3:30 PM Madrid · 9:30 AM ET
November 22
Mexico City
Week 11 · Nov 20–22
v
Vikings v 49ers
Estadio Banorte
7:20 PM CDMX · 8:20 PM ET

Premium game experiences that bring fans closer to the action — wrapped in a full weekend of food, music, art and community.

IF360Madrid — Four Days2026
Madrid — Four Days

Four days.
One continuous story.

Madrid is where the exhibit opens and the programme finds its shape. Thursday is the build — install, load-in and a closed partner preview. The guest week runs Friday to Sunday, November 6–8, and ends at the Bernabéu.

November 5

Thursday

Build

The house goes up.

Load-in, scenic, lighting and the gallery install — artifacts placed, artist stations set, kitchen prepping. The day closes with the first table of the week.

  • 10:00 – 5:00Build + artist setup
  • 5:30 – 7:00Private partner preview
  • 7:30 – 9:30The Curator’s Dinner — 20–30 guests
November 6

Friday

Art

The Art of the Game opens.

Content in the quiet morning, the exhibit in the afternoon, artists working in the room — then a salon on what a helmet actually is, and Madrid’s own hour of the evening.

  • 11:00 – 1:00Press + content capture
  • 2:00 – 4:30The Art of the Game — private preview
  • 4:30 – 6:00Artist Studio live
  • 6:00 – 7:00The Salon — The Art of Protection
  • 7:00 – 9:30Madrid Aperitivo
  • 9:30House After Hours — light edition
November 7

Saturday

Culture

House of Culture, open all day.

The full build in use at once — gallery, makers studio, customization, gaming, podcast salon — with the kitchen running through the middle of it and the Icon Dinner at the end.

  • 11:00 – 1:00Partner preview
  • 1:00 – 5:00House of Culture — main experience
  • 2:00 – 4:30Chef’s Table sessions
  • 5:30 – 7:00The Madrid Table
  • 7:30 – 9:30Icon Dinner — 16–18 seats
  • 10:00 – 12:00House After Dark
November 8

Sunday

Football

Game day — Bengals v Falcons.

A last aperitivo and a final look at the work, then the room moves together to the Bernabéu. The week lands on the thing everyone came for.

  • 10:30 – 12:30Game Day Aperitivo — 30–50 guests
  • 12:30 – 1:00Game day send-off
  • 1:00 – 2:15VIP transfer to the Bernabéu
  • 3:30 PMKickoff — Estadio Santiago Bernabéu
BuildGalleryStudioSalonTableStadium

Every room the Madrid week moves through, in order. Run of show is the plan of record and is subject to change.

IF360Mexico City — Three Acts2026
Mexico City — Three Acts

Three days.
One continuous story.

Mexico City is the full shape of the programme, run end to end. Music opens it, culture holds the middle, football closes it — and the same guests carry through all three. Nothing is a side event.

November 20

Friday

Music

The Roots open the weekend.

The stage sets the tone before anything else happens — a live room that tells the city IF360 has arrived.

  • EveningLive performance — The Roots
November 21

Saturday

Culture

The IF360 Cultural House, open all day.

House of Culture takes a building for a day: the exhibit in daylight, a private table at dusk, and a salon that runs until the room empties.

  • 12:00 – 2:00Preview — first look at the exhibit
  • 2:00 – 5:00Cultural House — open programme
  • 5:30 – 7:30Chef’s Table iDinner — 16–18 seats
  • 8:00The Salon — conversation, sound, late
November 22

Sunday

Football

Game day — Vikings v 49ers.

Brunch first, then the walk to the stadium. The weekend lands on the thing everyone came for.

  • 11:30 – 2:30Game Day Brunch — 20–40 guests
  • 7:20 PMKickoff — Estadio Banorte
StageStudioTableSalonStadium

The content arc — every room the weekend moves through, in order.

IF360Our Audience. Our Movement.2026
Our Audience. Our Movement.

United by football.
Curated in the room. Massive around it.

01

The Guest

In the room

A curated list — around a hundred per city. Athletes, artists, founders, tastemakers. The room is the media.

02

The Fan

Around the room

Everyone else lives it through the content and the apps — the game plans, the helmet collection, the stories. You don’t need a seat at the dinner to be in the culture.

03

The Brand

The Partner

Builds what matters. Seeks authentic connection and cultural relevance. Invests in experiences that create real impact — brand love, loyalty and long-term value. Not just visibility. Meaningful association. Each partner gets a container designed for their own creative directors to fill — organic by design, never a logo slap.

Different perspectives. One shared passion. Infinite impact.

IF360Content & Media Ecosystem2026
Content & Media Ecosystem

One weekend.
A year of stories

1weekend→365days→∞stories
  • 01Chef collaborations
  • 02Acoustic sessions
  • 03Game day
  • 04Artist takeovers
  • 05Podcasts & interviews
  • 06Creator content
  • 07Cultural connections
  • 08Unforgettable moments

The game lasts four quarters. The stories last forever.

One weekend. A year of stories.IF360 Film

Football creates fans.
Culture creates belonging

IF360 is where the game meets the world — and the connections last far beyond the final whistle.

IF360Partnership2026
Partnership

Containers, not campaigns

Space held for your creative teams.

The Build

A toy-brick House of Culture, constructed live in Madrid, rebuilt in Mexico City.

The Atelier

Deconstructed jerseys reworked into fashion; a runway moment inside the exhibit.

The Lounge

A gaming setup where crews compete and the winner takes home the helmet.

Named partners integrate on their own terms — these containers are drawn to be filled, not prescribed.

The Residency

New York opens it. Madrid builds it. Mexico City lands it.

Oct 27 · New York

The launch dinner. One table, the founding room, and the first public word on the programme.

Nov 6–8 · Madrid

Week 9. The exhibit opens in the arts quarter and the containers get their first full run — display by day, a private table by night.

Nov 20–22 · Mexico City

Week 11. Three days, three disciplines: music, culture, football. Same containers, Mexican accent, one crescendo.

Contact ushello@houseofculture.com
IF360The Venues2026
The Venues

Spaces with soul

The shortlist as it stands. These are the rooms we are working through in both cities — held under discussion, not yet contracted.

MadridShortlist

Espacio Jorge Juan

A private event house in the Salamanca district — interconnected rooms that take an exhibit by day and a table by night without a rebuild in between.

MadridShortlist

Monbull Conde Duque

Raw volume in the Conde Duque arts quarter. The kind of space the deconstruction work reads best against — high ceilings, hard surfaces, no decor to fight.

Mexico CityLead

General Prim

A restored house near the Roma line. The lead option for the Saturday Cultural House: exhibit rooms, a kitchen that can carry the Chef’s Table, and a courtyard for the salon.

Mexico CityAlternative

Lago Algo

A contemporary art space and dining room on the lake in Chapultepec. The alternative if the Cultural House needs gallery scale over house intimacy.

Mexico CitySunday brunch

Casa Rosa Polanco

Held for the Sunday Game Day Brunch — a Polanco house sized for the 20–40 guests who go on to the stadium together.

** Shortlist only — no venue is confirmed. Subject to contracting and permitting timeline.

IF360Our Work — House of Culture2026
Our Work — House of Culture

We’ve done this before.

The clients change. The method doesn’t: build the room, curate who’s in it, let the content come off the back of it.

Facebook & Instagram01

Facebook & Instagram

A cultural icon’s activation

Produced for the platforms — the room, the run of show, and the content that came out of it.

Cadillac Europe02

Cadillac Europe

European food tour — Frankfurt, World Club Dome

A moving table across Europe — chefs, press and prime-time moments, carried by one brand story.

Art Basel Miami03

Art Basel Miami

Lobos 1707 × Lamborghini — the most exclusive room of Basel

An invitation-only takeover at the center of the art world.

AMEN Immersive04

AMEN Immersive

Los Angeles — a culinary story

An immersive dinner built as a narrative — courses as chapters, the room as the set.

IF360The Road — Proof of Concept2026
The Road — Proof of Concept

Madrid is the beginning.
The North Star is the Olympics.

Every market runs the same containers. Each one makes the next one cheaper to build and easier to sell — which is why Madrid and Mexico City are a proof of concept, not a one-off.

2026 ✓The Deconstructed Balls · toured 10 North American host markets
Oct 2026Launch dinner · New York — 27 October
Nov 2026IF360 · Madrid & Mexico City (you are here)
Feb 2027Super Bowl · Los Angeles, 12–14 February — same containers, home turf
2027WNBA & NBA international · the format travels with the leagues
2028Super Bowl · Atlanta
2028LA28 Olympics · country houses across proven international markets — 35 sports, reinterpreted by nation

Same blueprint. Same infrastructure. Compounding markets.

IF360Play With Us — Three Apps2026
Play With Us — Three Apps

Three apps.
One weekend

Curate the wall. Deconstruct a shell. Run the city.

The Collection

Build your
case

The backdrop of the rooms is a real signed-shell collection. Browse the wall, build your six-helmet case, and push your picks to the front shelf at the exhibit.

Hand-painted Saints art helmet with Eiffel Tower artwork
The signed helmet collection on its shelves
HoC artist editions — hand-paintedThe Collection — the real wall
Open the Collection →
The Studio

Take it apart

The house art form, in your hands — pull a helmet apart, rebuild it wrong, and send it to the people’s-choice wall. Top-voted pieces get fabricated by commissioned artists.

The Deconstruction Studio canvas with a helmet fanned into exploded bands
The Deconstruction CanvasExploded
Enter the Studio →
Game Plan

Run the city
like an offense

A host city, called like football plays. “The Blitz” is five neighbourhood stops in 90 minutes; the “Two-Minute Drill” finds food, art and music before kickoff. Squads compete for yards, and an AI coordinator calls custom plays for the crew you turned up with.

Open the Game Plan →