Germany edges previous UK as Europe’s main marketplace for NFL

MUNICH (AP) — Seattle Seahawks fan Lukas Spiess was shocked at what he observed whereas at a Stuttgart soccer recreation a couple of weeks in the past.

“This aged gentleman a couple of rows in entrance of me was taking part in fantasy soccer on his telephone,” stated Spiess, president of the German Sea Hawkers fan membership. “That is not one thing I’d have anticipated.”

The NFL has arrived in Germany.

The Tampa Bay Buccaneers will play the Seahawks at Allianz Area in Munich on Sunday within the first-ever regular-season NFL recreation in Germany. Over the subsequent three seasons, Munich will host one other one and Frankfurt two.

Extra broadly, Germany has now surpassed Britain because the NFL’s largest market in Europe.

“Sport Go has extra subscribers, shopper merchandise promote extra in Germany than within the UK, Madden online game sells extra, TV rights are comparative,” Brett Gosper, NFL Head of UK and Europe, advised The Related Press in an interview.

The UK and Germany every have 3.3 million “avid followers” of the NFL in a class that is been rising shortly for each, however Germany has barely extra “informal” followers — 17 million, Gosper stated. London has been internet hosting regular-season video games since 2007.

Germany edged previous Britain prior to now 12 months, Gosper advised a latest sports activities advertising and marketing convention in Düsseldorf.

With Europe’s largest economic system, Germany was a no brainer for the NFL and the nation has supported American soccer prior to now. NFL Europe in the end failed, however in its closing season in 2007, 5 of the six groups had been German. The Frankfurt Galaxy and Rhein Hearth specifically drew good crowds.

Curiosity actually took off after 2015, when video games turned simply accessible to viewers on a outstanding free-to-air channel.

“I really feel prefer it’s accelerating exponentially,” stated Spiess, a 31-year-old software program engineer. ”By the assistance of social media, too, there’s this complete buzz round it. Being an American soccer fan is cool now.”

Gosper acknowledged the NFL is “most likely a bit late” coming to Germany and stated including a seventeenth recreation to the schedule was key.

“Having that (additional recreation) enabled us to maneuver into Germany, nevertheless it most likely was a market that was able to see an NFL recreation right here rather a lot earlier,” Gosper stated on the SPOBIS convention in late September.


Alexander Steinforth, the NFL’s normal supervisor for Germany, acknowledged it is “tremendous useful” to have seven-time Tremendous Bowl-winning quarterback Tom Brady headline the league’s debut recreation in Germany.

However he stated curiosity within the league trumps anyone star.

“The thrill is so huge that you would nearly put out any crew to play in Germany and other people would like to attend the sport,” Steinforth stated.

The net queue when tickets went on sale in July hit 770,000, although it is not clear if some had been bots or if that variety of individuals had been on units. In any case, the demand was greater than double the London video games, which generally promote out shortly.

“I used to be making an attempt on three completely different units,” stated Spiess, who struck out however then landed tickets via a buddy in Seattle. “Lots of people are nonetheless desperately hoping to have the ability to discover a few leftover tickets.”

Plenty of German followers are coming to Munich even with out tickets, he stated, “to get as a lot of the expertise as they’ll.”

Allianz Area, house of soccer membership Bayern Munich, can maintain 75,000 followers.


The Bucs are one among 4 groups which have worldwide advertising and marketing rights in Germany. The others are the Carolina Panthers, Kansas Metropolis Chiefs and New England Patriots. Which means they’ll domesticate followers and business offers within the nation.

The Bucs will get a lift from internet hosting, however the different three are all holding occasions in Munich this week, as nicely, to scoop up as many “undecided” followers as doable.

“Not solely is it an enormous pool, however the demographic of that pool could be very worthwhile,” Chiefs president Mark Donovan stated, citing the 18-to-34 age vary. “A big portion of that demo have already indicated a want to be concerned within the NFL. They comply with the NFL in a roundabout way form or kind — gamers, groups, league — and so they’re undecided.”

The NFL and the Bundesliga not too long ago agreed to collaborate on fan acquisition and broadcast know-how. Groups with rights in international locations can work with particular person golf equipment, because the Panthers did in co-hosting a watch get together with Eintracht Frankfurt.


Germans obtained a style of soccer when American troops stationed right here staged video games within the Nineteen Seventies. The German Soccer League launched in 1979, and the nation has a soccer-style membership system that develops younger gamers.

NFL commissioner Roger Goodell stated a preseason recreation in August 1990 was a turning level. The Chiefs performed the Los Angeles Rams at Olympic Stadium in West Berlin after the Berlin Wall fell and simply earlier than reunification.

Media experiences stated there have been 55,000 followers, lots of whom did not perceive the sport however appreciated the Americana features like tailgating, cheerleaders and frisbee-chasing canines.

“It actually ignited our ardour for saying we actually do imagine we will convey extra soccer right here in Europe,” Goodell advised a fan discussion board in London final month.

The early model of NFL Europe launched the next spring.

In the meantime, the European League of Soccer not too long ago accomplished its second season, with seven of its 12 groups in Germany earlier than it expands in 2023. The NFL allowed the brand new league to make use of crew names from the NFL Europe days.


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