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Tuesday, July 16, 2024

NFL, Bundesliga Team Up for Overseas Alliance

  • The NFL and the Bundesliga will collaborate on production, broadcast and programming, digital innovation, and marketing.
  • The pair have shared expertise with one another since the start of the pandemic.
NFL
Kirby Lee-USA TODAY Sports

The NFL is strengthening its international presence through a deal with the German Bundesliga.

The pair will collaborate on production, broadcasts and programming, digital innovation, and marketing — primarily in the U.S. and German markets — expanding on a relationship where both sides have shared expertise on various topics since the beginning of the pandemic.

In May, the NFL announced the Seattle Seahawks will play the Tampa Bay Buccaneers on Nov. 13 at Allianz Arena — home of Bundesliga’s FC Bayern Munich — marking the first NFL regular-season game played in Germany.

  • In July, game tickets hit more than $33,000 each.
  • Between Munich and Frankfurt, Germany will host one regular-season NFL game for the next four years.

“Tom Brady and the Bucs facing the Seahawks in November will be the biggest sporting event in Germany in 2022,” an NFL spokesperson said.

International Agenda

The NFL’s agreement with the Bundesliga is the latest part of the league’s plans to grow its international business to $1 billion in the next 10 years.

In April, the league assigned general managers to the U.K. and Australia — the league’s first-on-the-ground presence in the latter.

In December, teams were granted approval to market and commercialize in eight countries across 26 International Home Marketing Areas.

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