Dollars And Sense: NFL’s Two ’23 Games In Germany Had $119M Economic Impact
Wednesday, May 1, 2024 at 07:53PM By Barry Janoff
May 1, 2024: Calling it “yet another milestone marking success for the NFL in Germany,” the league said its two games in Frankfurt last season had an overall economic impact of about $119 million for the city.
More than 100,000 fans attended the two consecutive NFL games in Frankfurt Stadium: Miami Dolphins vs. Kansas City Chiefs Nov. 5 and Indianapolis Colts vs. New England Patriots Nov. 12.
The NFL said its inaugural game in Germany (Tampa Bay vs. Seattle Seahawks, Nov. 13, 2022) had a $77M economic impact for Munich, with more than $35M in direct spending in Munich.
In 2024, the NFL will return to Munich, Germany with the Carolina Panthers set to play in Allianz Arena — home of FC Bayern Munich. (Opponent and kickoff time are TBD).
"The NFL's premiere in Frankfurt is yet another milestone marking success for the NFL in Germany, after the league's inaugural game in-market in 2022,” Dr. Alexander Steinforth, NFL Germany GM, said via the league.
“Our fans are not only interested in the game, but also take pride in celebrating American football in weeks leading up to games.”
NFL fans spent an average of about $275 per day in Frankfurt around the games, according to a study conducted by The Sports Consultancy Group for the NFL.
That included visits to the NFL Fan Experience in center of the city and club activations via the NFL's Global Markets Program, including the Kansas City Chief's ChampionShip and the New England Patriots' PatriotsHaus.
From a retail perspective, the NFL said the Dolphins vs. Chiefs game on Nov. 5 was the highest per capita spending game ever for an international game and NFL Shop Europe reported its highest-ever Sunday sales.
The consecutive games in Frankfurt were watched by nearly 18 million viewers worldwide, with NFL Germany's social media channels recording 60 million video views and 3 million fan interactions during the two weeks that games were in market.
In 2024, the NFL will play five regular-season games as part of its International Series: São Paulo, Brazil; three games in London; and Munich.
Plans are to increase the number to eight in 2025, including a planned return to Mexico City (where the NFL-purpose stadium is undergoing renovations) and the first game in Madrid, Spain.
According to commissioner Roger Goodell, that could “eventually” increase to 16 per season.
“Becoming a global sport is a major strategic priority for the league and 32 teams," Goodell said via the league.
“Increasing international game inventory allows us to grow our global presence and share our game with exciting new markets to connect with more fans around the world."
In its on-going plan to have the league represented worldwide, the NFL has again expanded its Global Markets Program, with four new clubs and five new markets set to participate in 2024.
Launched in 2022, the Global Markets Program awards NFL clubs international marketing rights to build brand awareness and fandom beyond the U.S., through fan engagement, events and commercial opportunities.
In total, 25 clubs will participate in the program across 19 international markets, as the NFL continues to prioritize global growth.
In Germany, teams include the Atlanta Falcons, Carolina Panthers, Detroit Lions, Indianapolis Colts, Kansas City Chiefs, New England Patriots, New York Giants, Pittsburgh Steelers, Seattle Seahawks and Tampa Bay Buccaneers.
"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.”
According to Steinforth, “The economic and social impact underlines the footprint that the NFL leaves behind in market, and we're thrilled to look ahead to Munich in 2024."
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