NFL & DFL: A collaboration built on international expansion - Sportcal

The agreement between the NFL and the DFL is assisting the teams and leagues in expanding their presence on a global scale.

Earlier this month, the NFL held its fourth game in Germany at the Allianz Arena, which is the home stadium of the famous German soccer team, Bayern Munich. The match saw the Carolina Panthers clinching a 20-17 victory in overtime against the New York Giants. Over 70,000 fans from Europe, the US, and beyond gathered to witness the event.

While this year's NFL international games featured only one match in Germany, down from two last year, the event highlighted the strengthening relationship between the NFL and the Bundesliga, the top level of German soccer.

Although the two teams aren't among the most popular in the NFL right now (both had records of two wins and seven losses in the 2024 season before the game), Munich buzzed with a festive vibe. NFL teams that have marketing rights in Germany gathered at the city's historic beer halls to engage with fans in person during the week leading up to the games.

This also included teams like the Seattle Seahawks, who didn’t play in Germany this year, but still engaged with fans there during the event.

Why choose to get involved in Germany?

In a discussion with various media outlets, including Sportcal (GlobalData Sport), just before the game, Seahawks COO David Young talked about why Germany holds significant value for both the team and the league as a whole. He emphasized that the existing passion for the sport in the country makes it an ideal location for their expansion efforts.

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"One of the main reasons we selected Germany as a global market is because of the country's size and its large sports fan base. We believe there is enough space for everyone to thrive here," he explains.

"As we gain a better grasp of the German market and delve into sports fandom, we notice that authenticity is also a key expectation here. If you examine how people support their Bundesliga teams, you can see a strong sense of ownership—both in a literal sense and a more personal emotional connection that fans have with their teams. This really strikes a chord with us, as it's very similar to the way we engage with Seahawks fans."

This is clearly shown not just through its activities during the NFL international games, but also in the Seahawks' continued engagement in Germany throughout the year. They hold flag football camps, organize watch parties, attend NFL draft events for fans in Germany, and much more.

Germany serves as a gateway to the rest of Europe that the Seahawks can take advantage of, even though they don’t have direct access to those markets.

"Germany is definitely a key hub, but it's also a crucial part of Europe. From Germany, you can reach any destination in Europe in just a few hours. This was significant for us because we wanted to be in a place with a strong fan community, and Germany is conveniently located between the UK, where the two largest fan bases in Europe are located," Young explains.

Young mentions that Seahawks fan groups from France, Spain, and various Eastern European countries have traveled to Germany, and some have even come to the U.S. to watch games live.

What do the DFL and NFL offer one another?

Getting involved in Germany isn't something the Seahawks are doing on their own. Instead, they have been granted marketing rights that allow them to build on the foundation that the NFL has already established in the country.

A lot of the progress being made in Germany can be attributed to a partnership agreement between the NFL's European division and the DFL, which oversees German soccer. This agreement allows them to work together to expand their influence in each other's markets.

In addition to just holding NFL games at Bundesliga venues like the Allianz, this partnership extends to a variety of co-branded initiatives, year-round events, soccer tours in the US, and other commercial efforts. They also collaborate by sharing data and technological advancements, which helps both leagues better understand their markets and improve their services in each country.

The NFL and Bundesliga rank first and second globally for average attendance at their respective domestic sports leagues. Both organizations are keen to leverage their passionate local fan bases to boost international viewership and attendance. This is particularly important for the Bundesliga as it aims to rival England’s Premier League and Spain’s LaLiga. Meanwhile, the NFL is focused on expanding its presence in international markets.

During another roundtable discussion, Brett Gosper, who leads the NFL's operations in Europe and the Asia-Pacific, spoke about the partnership with the DFL, stating: "Our collaboration with the DFL supports our efforts in Germany. At the same time, it benefits the DFL in the United States through various marketing initiatives, shared content programs, and assisting with summer tours for DFL clubs by providing stadium access, among other things."

"The discussions and exchanges we have with the DFL open up new opportunities for collaboration that go beyond just technology and other innovative sectors."

The two have already discussed their approaches to media and content creation, according to Peer Naubert, the chief marketing officer of Bundesliga International, who was also present at the event.

Naubert emphasized the NFL's commitment to sustainability and community initiatives, stating that they have gained valuable insights from the league. He added that, as a result, they can now confidently say that their soccer league is among the most dedicated to sustainable practices, particularly since the Bundesliga has incorporated sustainability guidelines into its official rules.

"We can gain a great deal from one another regarding media production. We shared numerous examples of innovative practices, helping our colleagues from [the NFL] navigate our entire media production process."

"There are numerous opportunities for us to learn from one another, and we've accomplished a great deal together already."

Overall, it's an educational journey for everyone participating. Michael Diederich, a board member of Bayern Munich, shares this perspective. The club has maintained a presence in the US for more than ten years and frequently travels there. While the sport isn’t as developed in the US as it is in Germany, Diederich believes this effort is valuable for the club, and it has the backing of the NFL.

He mentioned, "Take a look at how the NFL is broadening its brand and promoting the sport in new areas. That's precisely our goal. We aim to connect closely with our incredible fan base, especially since we have a substantial following in the US. It's a major market that's quite advanced in terms of sports media rights agreements and more. This is why the US seems so appealing to us."

With that in mind, there are countless states and cities across the United States, and as a mid-sized company, gathering information about this market is quite challenging for us. This is why it was so appealing to have the NFL representatives here; we wanted to gain insights into how they successfully penetrate a market. What are the requirements and efforts involved on their end to achieve this?

The outlook for the collaboration

Naubert pointed out the parallels between the two leagues, stating, “The United States has the largest economy globally, while Germany holds the position of the third largest. In these massive economies, the NFL in the US and we in the Bundesliga are the leading forces in the sports market.”

"We share the same perspective and goals for expanding the brand, with a focus on international growth."

This collaboration is already showing its benefits, as Gosper mentioned: “The inaugural regular season game in Munich ignited something truly remarkable, setting a precedent that encourages us to think we can replicate this success in other global markets. Germany has been a prime example in our ongoing international expansion.”

"We've noticed an increase in the fanbase within this market, with more enthusiastic supporters and rising television viewership. Additionally, there is a growing interest from teams eager to engage here; we currently have 10 global program teams operating in this area."

While the NFL's efforts in Germany have primarily been centered in Munich and Frankfurt, the upcoming growth of the international program may open the door for more cities to get involved.

Near the time of the Giants versus Panthers game, NFL commissioner Roger Goodell mentioned, "believe the rumors," in response to speculation about the league potentially hosting a game in Berlin, the capital of Germany.

The Olympiastadion in Berlin, which hosts the second-division team Hertha Berlin (a league still managed by the Bundesliga and the DFL), has room for 74,475 spectators. This makes it larger than the Allianz Arena and could make it an ideal venue for hosting events.

At present, there are six international games planned for 2025, with the potential to increase to eight, and possibly expand to 16 in the future. Diederich noted that NFL team owners are eager for more international games because of the worldwide interest and benefits these events generate.

Countries such as Australia and Ireland have been suggested as possible hosts for future games, but only in Germany is the NFL collaborating closely with the nation’s leading sports league to expand its reach.

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