MUNICH — Last year, Tom Brady introduced the National Football League (NFL) to Germany, followed by Patrick Mahomes dazzling fans in a subsequent game. This Sunday, the spotlight falls on the Carolina Panthers and the New York Giants, each holding a record of 2-7, which lacks the star appeal of previous encounters. Nevertheless, enthusiasm for the NFL remains vibrant in Munich.
As anticipation builds, fans sporting caps and jerseys from various teams filled the city on Saturday, marking the excitement of the weekend. For the increasing number of NFL followers in Germany, this game presents an occasion to connect with like-minded enthusiasts. Among the throngs at Marienplatz were Annika and Robert Peter, Chiefs supporters from Bonn. They previously enjoyed the Chiefs’ victory over the Dolphins in Frankfurt and are eager to relish another NFL experience.
“It doesn’t matter that the Chiefs are not playing. The overall atmosphere and experience of the game make it special,” Annika said. “It creates a sense of community where all fans unite, feeling like one big family celebrating the game in the city.”
The NFL is expanding its presence in international markets, raising the question of whether the on-field performance holds substantial importance. Despite the game between the Giants and Panthers selling out in over 90 minutes back in June, the realization of both teams’ struggles this season came later. Still, ticket resale sites displayed numerous tickets approaching or even below the original price, a stark contrast to the excitement that filled the venue when Brady played there in 2022.
The Jacksonville Jaguars, a team with scant playoff success, are at the forefront of the NFL’s global outreach, having played 13 international games since 2013, primarily in London. They also have two games scheduled this season, and their record mirrors that of the Giants and Panthers at 2-7.
Recent estimates reveal that around 3.6 million Germans closely follow the NFL, according to Sportfive, a marketing agency linked to the league. Stuttgart academic Stefan Chatrath noted that the NFL attracts a younger audience, although older, wealthier patrons tend to buy more tickets. He anticipates that younger fans will increasingly shape the league’s future in Germany. “The NFL brand is what stands out right now, and being part of an NFL game is a unique experience,” Chatrath stated.
To enhance the game’s allure, the NFL focuses on creating an event-like atmosphere. Fans traveling to Munich from across Europe are urged to turn their visit into a mini-vacation, with various NFL-themed activities scattered throughout the city. Additionally, the 10 NFL teams that hold marketing rights in Germany have taken over local bars for fan parties and hospitality events over the weekend.
Additionally, the NFL’s commitment to parity provides hope for supporters of struggling teams like the Giants and Panthers. Many are finding soccer less appealing due to the dominance of wealthier clubs in national leagues and the Champions League. Boris Helleu, a sports marketing lecturer at the University of Caen Normandy in France, expressed his perspective as a fan of both an NFL team and a struggling soccer club. “My team hasn’t won any titles in over a century. In the NFL, there’s always a chance for a championship even as a fan of a less successful team,” he said, highlighting the optimism offered by the NFL.
Overall, as Germany immerses itself in the NFL experience, it showcases the league’s increasing global reach and the hope it can bring to fans of underperforming teams.