NFL Boosts Game Plan In Germany With Munich Marketing, Merchandise, Fan Impact

By Barry Janoff

UPDATED November 12, 2024: AP Sports: Berlin's city government launched an official bid campaign on Tuesday to host NFL games over a five-year period starting next year.

Berlin would be the third German city to host regular-season games after Munich and Frankfurt.

Games would be held in the Olympiastadion, which hosted NFL exhibition games in the 1990s and has a capacity of more than 74,000. (Full story here.)

The move came just days after the 35th anniversary of the fall of the Berlin Wall, which city officials said brought more than half a million people from all over the world together to "celebrate a festival of freedom."

The German capital celebrated the memory of the historic Nov. 9, 1989 with a multifaceted program at the former sites of the Wall and along the former border.

UPDATED November 10, 2024: In Munich, NFL commissioner Roger Goodell told NFL Network that the league is looking to play as many as eight international games in 2025, up from five this season.

“The international games this season were marvelous. It couldn’t have gone better.

"We are definitely going to Spain," Goodell said regarding the 2025 season. “We expect to return to Mexico City (for the first time since 2022 following stadium renovations). We expect to return to Brazil. We will certainly be back in the U.K. And we're also looking at the potential of another game in  the U.K. area, in Ireland possibly. And we'll certainly be back here in Germany.

"So if that totals eight, that's what we're shooting for."

UPDATED November 9, 2024: AP Sports: NFL commissioner Roger Goodell has an answer for German fans wondering about rumors the league could be heading to their capital city of Berlin: "Believe it."

The NFL played its first regular-season game in Germany in Munich in 2022 then two games in Frankfurt the following year. Munich is hosting Sunday's matchup between the New York Giants and Carolina Panthers, the fifth and last international game of the season.

"I usually tell people, 'Don't believe rumors.' In this case, I might say, 'Believe it,'" Goodell said in a Q-and-A session with fans in Munich. "We're working on it, but it isn't finalized. We really feel like Berlin would be a great addition, so we're looking very hard at that. Our people have been working very hard at it. But I want to add that does not mean we're not going to be back in Frankfurt and Munich."

November 8, 2024: For its final international game of the 2024 season, the NFL plans to play big in Munich, seeking to have even more of an impact than it has in Germany over the past two seasons, when the New York Giants face the Carolina Panthers Nov. 10 in Allianz Arena.

The venue, home of FC Bayern Munich, holds about 67,000 for NFL games.

The NFL said its inaugural game in Germany — Tampa Bay Bucs vs. Seattle Seahawks — in  November 2022 had a $77M economic impact for Munich, with more than $35M in direct spending in Munich.

Its two games in Frankfurt last season had an overall economic impact of about $119 million for that city when the Miami Dolphins played the Kansas City Chiefs and Indianapolis Colts faced the New England Patriots on consecutive weekends in November.

This year’s game (NFL Network 9:30 AM ET) will see extended marketing and activation.

Multi-platinum recording artist Machine Gun Kelly (mgk) will headline the halftime performance. It will be shown live on RTL in Germany (free-to-air) as well as across the NFL’s World Feed.

People in the U.S. can also see highlights of the halftime show on NFL Network, with the full performance available across NFL social channels following the game.

The Panthers will be taking over Augustiner Stammhaus in Munich Nov. 7-10, where events include Panthers Cheer, Mascot and Panthers DJ appearances plus a “VIP Tapping of the Keg.”

The Giants are taking over Hofbrauhaus in Munich, also from Nov. 7-10.

This week, the Giants unveiled Starter as the team's first international partner through the NFL's Global Markets Program.

As part of its Global Markets Program, the NFL has granted rights for Germany to several teams, including the Atlanta Falcons, Detroit Lions, Indianapolis Colts, Chiefs, Patriots, Pittsburgh Steelers, Seahawks and Buccaneers, as well as the Panthers and Giants.

Starter has created the "Munich Collection," which includes fleece pullover hoodies, crewnecks, long sleeve and short sleeve T-shirts and beanies.

The collection is exclusively available in Germany, and people in Munich will have the opportunity to purchase the collection on-site at the Giants House, an invite-only event "celebrating football and culture."

Giants House will feature the Giants x Starter Fan Lounge, a fan engagement experience that includes a retail pop-up experience and meet-and greet-opportunity with Giants legend and Starter president, Carl Banks.

Located at the Praterinsel in Munich, Giants House will feature New York-inspired foods, live DJs, tailgate games, a 100th season exhibit with the Super Bowl Trophy, and scheduled appearances by Giants legends Victor Cruz, Shaun O'Hara and Phil Simms.

The Panthers are hosting a Fan Festival in Wittelsbacherplatz Nov. 8-9. Scheduled guests include former Panthers players, FC Bayern Munich players and legends and a variety of musical DJs and performers.

"It's an honor for the Carolina Panthers to play in Munich in 2024," David Tepper, Panthers owner, said via the team earlier this year.

"This game represents more than playing internationally for us. With more than 200 German-owned companies in the Charlotte area, this opportunity offers a special connection for the Panthers and our community. We are excited to deepen our relationships with our German fans, engage with our partners and continue to grow our brand globally."

NFL will be taking over the FC Bayern Store in Allianz Arena for the Munich NFL game, calling it “the largest range of NFL products outside of America, including exclusive and limited-edition 2024 NFL German Game products.”

Inventory includes players jerseys, collectible game coins, souvenirs, kid's and adult's apparel, Munich Games balls from Wilson and New Era headwear.

There will be exclusive collaborations with such brands as Pro Standard, Lobster & Lemonad and New Era.

"The momentum of the Global Markets Program underscores the strong commitment of NFL clubs to growing the game and their passionate fan bases around the world," Peter O'Reilly, NFL evp-club business, major events and international, said via the league.

“Clubs are seeing the value and opportunity in new markets and aligning with the league to accelerate that growth together.”

The Global Markets Program teams each will be hosting viewing parties and other NFL-related events.

The Buccaneers have opened the "Krewe Embassy," a permanent hub for Bucs fans in Munich.

Ned Kelly’s, a sports bar located near Marienplatz, will serve as the Embassy's venue and provide a gathering spot in Munich's city center for watch parties and other fan activities.

The Falcons Team Pub is Augstiner am Platzl.

The Chiefs Presented by Strauss will take place in Der Pschorr.

The Colts Team Pub is Weisses Bräuhaus.

The Seahawks Team Pub is the Hard Rock Café.

The Patriots Team Pub is Herrschaftszeiten.

"The growing number of NFL fans (in Germany) can look forward to outstanding football and entertainment for the third year in a row,” Dr Alexander Steinforth, GM, NFL Germany, said via the league.

“We are very grateful to our partners, FC Bayern, the City of Munich and the German Football League (DFL), that we will jointly organize another highlight in Munich for NFL fans after the debut in 2022."

NFL Builds Presence In Germany With Games, Marketing, On-Site Activation

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