Football is becoming increasingly popular in Germany, and there seem to be no limits. That’s why the NFL bosses are thinking ahead – and now want to conquer Berlin.
The NFL was hoping for a spectacle in Germany - and the NFL got another spectacle in Germany. After 2022 with football legend Tom Brady in Munich, two games in 2023 in Frankfurt (including with superstar Patrick Mahomes), Munich was once again awarded the contract in 2024 – and German football fans were not disappointed. The Carolina Panthers ultimately won a spectacular game on Sunday evening 20:17 after overtime against the New York Giants.
70,132 spectators celebrated a party in the sold-out Allianz Arena. t-online is also there as thousands of fans sing along to the classic songs “Sweet Caroline” by Neil Diamond and “Don’t Stop Believin'” by Journey, which are part of many football games. The fans swayed peacefully in the rows of the stadium at an impressive volume and, above all, with great lyricism. Tom Brady celebrated this two years ago and said: “This is one of the greatest experiences I’ve ever had.”
This time Munich had other protagonists, but they were also more than impressed. Although he lost the eighth game of this NFL season with New York, Giants coach Brian Daboll said at the press conference after the game: “It was impressive. The fans were great, we had a great time here – only the loss hurts sore.”
Panthers quarterback Bryce Young took a similar note. “It’s a huge honor for us. To play in front of this crowd – I’m absolutely grateful for everyone who supported us,” Young said. “It’s great to win here. I feel blessed.” What seemed unthinkable a few years ago has become a fact after the last three years at the latest: the NFL and football have finally gained a foothold in Germany. The popular US league, which is expanding worldwide in order to generate more fans and of course more money, is becoming increasingly popular here. Football fans are no longer uncommon in Germany; the sport has become popular with the masses.
“The first time we could have sold three million tickets. And this time there were even more people in the queue,” reported Alexander Steinforth, the NFL’s Germany boss, before the second guest game in Munich. Although this year’s game didn’t have much sporting value, crowds of NFL enthusiasts had been populating downtown Munich for days. They all wanted to soak up a piece of the NFL – and get it: the fan shops were completely overcrowded despite sometimes extremely high prices.
And there seems to be no limit to it all. The NFL bosses are of course also watching closely and have sufficiently recognized the potential of playing games in Germany.
Berlin can look forward to a visit from the NFL next year. League boss Roger Goodell said in Munich about a report by RTL/ntv that it would be the capital’s turn to have the Olympic Stadium in 2025: “Normally I tell people: Don’t believe the rumors. This time I would say: Believe them!” The deal has not yet been finalized, “but we are working on it.” A spokeswoman for the city confirmed that Berlin was interested in long-term cooperation. According to RTL, Berlin wants to invest several million euros.
What does this mean for Munich and Frankfurt? Unclear. It is possible that the fans there will have to wait until an NFL game is played in their city again. However: In principle, the prospect of a game in Berlin is great news. On the one hand, because this ensures that the NFL will come to Germany in 2025 – and on the other hand, because a game in Berlin increases the spectator capacity to up to 76,000 spectators. So more fans will have a chance of getting tickets.
Interview between Time.news Editor and NFL Expert
Time.news Editor: Welcome to our interview segment! Today we have the pleasure of chatting with Dr. Klaus Weber, an expert in sports marketing and fan engagement, to discuss the NFL’s ambitious plans for expanding its brand in Germany. Klaus, thank you for being here!
Dr. Klaus Weber: Thank you for having me! It’s an exciting time for American football in Germany.
Editor: Absolutely. The recent NFL games in Munich and Frankfurt, especially the one that ended with the Carolina Panthers defeating the New York Giants in a thrilling overtime, drew huge crowds. What do you think is driving this surge in popularity?
Dr. Weber: There are several factors at play. First, the NFL is a highly engaging sport known for its spectacular entertainment value. When you combine that with a well-established fan culture in Germany, which already has a deep-rooted passion for sports like football and soccer, it creates the perfect storm for growth.
Editor: Speaking of fan culture, I read that at the recent game, over 70,000 fans filled the Allianz Arena, singing along to classic tunes like “Sweet Caroline” and ”Don’t Stop Believin’.” What does this indicate about the transformation of American football in the German market?
Dr. Weber: Those moments of collective joy are crucial. It suggests that the fans are not just coming for the game; they’re also embracing the culture surrounding it. The NFL has effectively tapped into the European market’s love for event-based experiences. The stadium atmosphere, the community aspect, and even the music contribute to making NFL games feel like festivals, which resonate well with German fans.
Editor: Tom Brady once mentioned that playing in Germany was one of the greatest experiences of his career. Do you think the players feel the same excitement about playing there now?
Dr. Weber: Definitely! Players like Bryce Young have openly expressed their gratitude for the opportunity to play in front of such passionate fans. The players understand that playing in Germany is not just another game; it’s part of a broader movement that signals the NFL’s commitment to becoming a global brand. This engagement with international fans is something they cherish, and the distinct atmosphere in German stadiums enhances their experience.
Editor: The NFL’s Germany boss, Alexander Steinforth, mentioned that they could have sold three million tickets for the games. What does this demand suggest about the potential for further growth?
Dr. Weber: It’s a clear indicator that the NFL has only scratched the surface of its potential in Germany. The overwhelming interest shows that there is a massive market to explore. The fact that fans are willing to queue for tickets even when the games aren’t particularly critical highlights the strong community support for the league. The NFL can consider further investments in grassroots initiatives to cultivate more local interest.
Editor: What do you think the NFL should focus on moving forward to sustain this momentum in Germany?
Dr. Weber: To maintain this growth, the NFL should enhance its community engagement through youth programs and local leagues. Collaborating with German sports clubs for football clinics or fan events could strengthen the connection. Additionally, promoting a diverse array of games that feature a mix of American and European football styles could appeal to varying interests and increase enthusiasm.
Editor: Great points, Klaus. It seems that the NFL’s venture into Germany is just getting started, and there’s so much more to look forward to. Thank you for sharing your insights with us today!
Dr. Weber: Thank you! I’m excited to see how this unfolds and the impact it will have on the sports landscape in Germany.