NFL Commits To More Games In Germany After Record Fan, Media, Merch Showing
Thursday, November 17, 2022 at 07:31PM By Barry Janoff
November 17, 2022: The NFL today said its first regular season game played in Germany was such a success that it is scheduling more games in the nation thru 2025.
In addition to the Nov. 13 game in Munich’s Alliance Arena, the NFL said “there is a commitment to an annual game over the next three years — with Munich and Frankfurt each set to host twice.”
"Munich will forever be a part of NFL history, in what was a significant milestone in the continued growth of the league globally and for our fans in Germany,” commissioner Roger Goodell said via the league.
“Our first international regular season game in Germany comes after many years of planning and was a tremendous success. Being in Allianz Arena on game day was a special moment that we will never forget.”
The NFL said the game between the Seattle Seahawks and Tampa Bay Buccaneers — with 69,811 in attendance at the sold-out event — was NFL Network's most-watched international game on record in the U.S. with more than 5.8 million viewers (not counting OTA viewing in Tampa and Seattle).
German broadcaster ProSieben saw a record-breaking 2.7 million viewers watch the game, “making it the most-watched NFL regular season or playoff game ever in Germany — only trailing the last three Super Bowls as the most-watched NFL game of all-time,” according to the NFL.
The league also said that Fanatics, the NFL's exclusive event retail operator for Europe, has confirmed that “game day merchandise sales at the Allianz Arena were the highest-ever recorded for an NFL game outside of the U.S.” Sales figures were not shared.
“Game day merchandise sales at the Allianz Arena were the highest-ever recorded for an NFL game outside of the U.S.”
The NFL, which plays its last International Series game of the season in Mexico City on Nov. 21 (Arizona Cardinals vs. San Francisco 49ers, ESPN) is also gauging interest in playing games in Spain and France.
The NFL said its International Home Marketing Area program saw all four clubs with rights in Germany — the Carolina Panthers, Kansas City Chiefs, New England Patriots and Buccaneers — activate in Munich throughout game weekend, with each hosting their own "Brauhaus" (bar) in Munich for fans, along with other fan activities.
“Here in Germany, we are overwhelmed by the positive reaction from fans following the game, with record-breaking numbers across TV viewership, social media engagement and merchandise sales,” Dr. Alexander Steinforth, GM NFL Germany, said via the league.
“Beyond the numbers, the city came alive when the NFL were in town, and we cannot wait to build on this momentum as we look to grow the game at every level in the years ahead."
Among other results, NFL Germany's social media channels during the Munich game week saw 20 million video views (up 360% vs. an average week), 3.4 million fan interactions (up 717% vs. an average week) and 30,000 new followers across channels (up 526% vs. an average week)
The NFL said it partnered with 21 "Brauhäuser" (bars) within the Munich city center, “hosting tens of thousands of fans at these team and NFL-themed experiences.”
In addition, “Thousands of fans visited the NFL's takeover of the city's Odeonsplatz, a free fan activation (open from Nov.10-12) complete with an NFL Shop and 32 giant NFL helmets on display.
The league now regards Germany as its largest market in Europe, passing the 
U.K. as the NFL’s largest market in Europe.
“Game Pass has more subscribers, consumer products sell more in Germany than in the UK, Madden video game sells more, TV rights are comparative,” Brett Gosper, NFL Head of U.K. and Europe, told the Associated Press.
Gosper said the NFL in the U.K. and Germany each have 3.3 million “avid fans” but Germany has slightly more “casual” fans — 17 million to the Uk.K.’s 14 million.
The NFL has a history in Germany going back to NFL Europe, which operated from 1991-2007.
During its final season, five of the six teams were based in Germany, including the Berlin Thunder, Cologne Centurions, Frankfurt Galaxy, Hamburg Sea Devils and Rhein Fire (the sixth team was the Amsterdam Admirals).
According to Goodell, “We are grateful to the city and to our German fans, who were extremely passionate and respectful, and welcomed the NFL with open arms. We look forward to returning to Germany in 2023 and bringing the NFL to more fans in the future."
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