The NFL and Germany’s top soccer league, Bundesliga, have announced a unique partnership that will see the two sports associations work together to expand each other’s brands to their sizable audiences.
On Thursday, the NFL formally announced plans to form an exclusive alliance with the Deutsche Fußball Liga (DFL) — aka Bundesliga — that will see them collaborate to help push each other’s products in their respective markets. The agreement reportedly will see the powerhouse sports leagues work in coordination on production, broadcast and programming, digital innovation, and marketing campaigns that will further their growth abroad.
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The NFL will make its debut in Germany this year with a regular season matchup between the Tampa Bay Buccaneers and the Seattle Seahawks on Nov. 13 in Munich. The game is the first of what will be an annual showcase of the league over the next four years. Games will alternate each season between venues in Munich and Frankfurt.
NFL begins annual series of games in Germany in 2022
Expanding the league’s brand has been a key pursuit of Commissioner Roger Goodell and team owners. Along with Germany, the league will hold regular season games this year in Mexico City, Mexico, and three in London, England. Also, many organizations negotiated exclusive rights deals to grow their businesses in designated markets abroad.
Bundesliga is the premiere soccer league in all of Germany, which is one of the strongest futbol markets in all of Europe. Along with the English Premier League, Spain’s LaLiga, and Mexico’s Liga MX, the DFL has worked hard to make in-roads in the US market and currently has its matches air exclusively on ESPN+.