NFL Plans To Play, Party, Prosper In Germany (20M Fans) With Berlin Game

By Barry Janoff

November 5, 2025: On Nov. 9, the NFL plays its first regular season game in Berlin, with the Indianapolis Colts “hosting” the Atlanta Falcons in Olympiastadion.

The stadium, which holds 74,475, is sold out.

But that’s just a fraction of the people the NFL plans to impact in the nation, where the league said it has 20 million fans.

That’s about 25% of Germany’s population — 83.9 million according to Worldometer — so it’s not difficult to see why the NFL is so invested here.

“Beyond the NFL international games, the league is committed to growing the game at every level in Germany, engaging with fans year-round through partners, programs and initiatives,” according to the NFL.

All 32 NFL teams are part of the Global Markets Program. Launched in 2022, it awards NFL clubs international marketing rights to build brand awareness and fandom beyond the U.S., through fan engagement, events, commercial opportunities and NFL Flag development.

In Germany, a league-high 11 teams have Global Markets Program rights: Atlanta Falcons, Carolina Panthers, Detroit Lions, Green Bay Packers*, Indianapolis Colts, Kansas City Chiefs, New England Patriots, New York Giants, Pittsburgh Steelers, Seattle Seahawks and the Tampa Bay Buccaneers (* added in 2025).

“Germany is an important market for the NFL, with continued growth in fandom and passion for the game,”  Alexander Steinforth, NFL Germany GM, said via the league.

As part of the NFL’s current International Series plans, Berlin will also host games in 2027 and 2029, and other German cities will host games in 2026 and 2028.

“After four successful international games in-market across Munich and Frankfurt, we’re thrilled to have  . . .  our first-ever regular season game in Berlin in 2025 — a city that holds so much football history,” said Steinforth.

The league said its inaugural regular-season game in Germany — Tampa Bay vs. Seattle Seahawks — in  November 2022 had a $77 million economic impact for Munich, with more than $35 million in direct spending in the city.

Its two games in Frankfurt in 2023 had an overall economic impact of about $119 million for that city when the Miami Dolphins played the Kansas City Chiefs and the Indianapolis Colts faced the. New England Patriots on consecutive weekends in November.

The Munich game on Nov. 10 in 2024 between the Carolina Panthers and New York Giants attracted a sell-out crowd of 70,132 to Allianz Arena. Economic impact numbers have not been shared.

Berlin has invested $14.3 million as part of its NFL deal, including stadium upgrades, support for NFL-driven flag and tackle football and boosts to the economies, Steinforth told AP Sports.

“If you look at the numbers, you still have a lot of potential to tap into — sports fans that are not NFL fans yet. And even if you look at the NFL fans, it’s less than 50% who have already picked their team. So, most of the people here are fans of the league.”

The league said the official NFL Fan Shop at Potsdamer Platz (open now thru Dec. 23) has official game day and team merchandise for all 32 teams.
 
Included are limited-edition items from Lobster & Lemonade, Mitchell & Ness, New Era, Ampelmann, BVG, and exclusive Berlin game merchandise, products and memorabilia.

The Kid LAROI will headline the halftime show. Ahead of the game local artists the German Gents will sing the German National Anthem. Norma Jean Martine will then perform the U.S. National Anthem.

In Indianapolis  the Colts' official 2025 Berlin Game Watch Party, presented by Bud Light, at The Rathskeller in downtown Indianapolis on Nov. 9, is sold out.

The party will feature big screen TVs, live entertainment, free Colts scarves and other Colts giveaways, German food and beer specials, Bud Light tailgate games and other components.

The teams with Global Markets Program rights in Germany plan to have a presence this week leading to the game — presented by the NFL’s banking partner, DKB — driven by the Colts and Falcons.

In Berlin, the Colts and Lucas Oil Products, the team’s official Global Partner, will host the "Colts FanZone at Das Center" in Potsdamer Platz Nov. 6-9,

Included will be food, drinks, entertainment, appearances from team representatives and other activation.

For the Falcons, the team will host an event in Fotografiska Berlin, a space for art, entertainment and food and beverage experiences.

It will feature Falcons’ Berlin merchandise, Falcons Legends, mascots and cheerleaders.

On game day Sunday Nov. 9, a pregame pep rally 10 AM-Noon will lead to a “Dirty Bird Fan Walk” to the stadium starting at Belushi’s.

The NFL played five American Bowl games in Olympic Stadium between 1990-94, and was also home to NFL Europe’s Berlin Thunder from 2003-07.

The venue holds a historic place in sports history as the place where Jesse Owens won four track-and-field gold medals during the 1932 Summer Olympics.

“It will be a football festival like we have never experienced in Berlin before,” Iris Spranger, Senator for the Interior and Sports, State of Berlin, said via the NFL.

In the U.S, the game airs exclusively on NFL Network (9:30 AM ET), but will be available on local broadcast stations in Atlanta (WAGA) and Indianapolis (WXIN).

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