• Loading stock data...
Thursday, October 23, 2025

The Chiefs: Big in Germany. (But Does It Matter?)

  • Chiefs president Mark Donovan lays out Kansas City’s international ambitions: in the red now, break-even in the next 18 months.
  • Donovan: ‘We now have the world’s demographic, the world’s population, if we can just get the content in front of them.’
Kirby Lee-USA TODAY Sports

The two teams in the Super Bowl typically lose money, in part because of the costs of travel, bloated by giant entourages, often including all of a club’s employees. Money is made in future years by higher ticket and sponsorship prices driven by the success and exposure.

But that doesn’t mean clubs aren’t using Super Bowl week for business. The Chiefs, who have an ambitious international strategy, are hosting executives of three of their German partners in Las Vegas this week, according to Mark Donovan, Kansas City’s president, as the Midwestern club continues to be one of the most ambitious NFL franchises in mining overseas opportunities. (The three: Crave, a German pet food company; apparel maker Englebert Strauss; and an agency, Brands and Emotions.)

“We are always activating,” Donovan told a group of media earlier this week. “We are one of the most aggressive teams in growing internationally, because we see the value for a small market team to say, ‘There are no boundaries.’ We now have the world’s demographic, the world’s population, if we can just get the content in front of them.”

The Chiefs are putting millions of dollars toward their push into Germany, where the NFL allows the team to market under a program that assigns geographic commercial opportunities to clubs. But for the Chiefs, it is a long-term vision.

“I don’t think international is all upside,” Donovan said. “I think there’s a lot of investment; we’ve had to put a lot of money against it. … It is exponential upside.”

Asked whether the Chiefs were in the red or black overseas, Donovan said the team was right now losing money. “I project that we will be at break-even in the next 18 months. And that will be dramatically impacted by whether or not we play another game internationally. (The Chiefs played the Dolphins in Frankfurt this season.) Because what we saw from Germany is we were able to grow the business a bit just by putting forth effort and creating relationships. The game was pretty exponential for us in terms of growth through a partnership standpoint.”

The Panthers have been announced as the home team for a game in Munich next season, and Donovan has already made known that the Chiefs want to be the away team. But he is doubtful that will happen, as the Chiefs are a big road draw, and the Panthers won’t want to give that up.

“We’re in the top one or two of every social media [metric] you could have in terms of NFL-related entities in Germany,” Donovan said. “And that’s been a three-year effort to get there. We’ve had a lot of success on that front.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Oct 12, 2025; Kansas City, Missouri, USA; Kansas City Chiefs tight end Travis Kelce (87) takes the field prior to a game against the Detroit Lions at GEHA Field at Arrowhead Stadium.

Can Travis Kelce Save Six Flags From Freefall?

The NFL star joined an activist investor in pushing for change.

NFL’s Goodell Stands by Bad Bunny: ‘It’s Going to Be a Great..

The commissioner is undeterred by political criticism of the halftime show choice.

NFL Tries to Revive Pro Bowl Games by Moving It to Super..

The event will be held in San Francisco during Super Bowl week.
Feb 9, 2025; New Orleans, LA, USA; Recording artist Kendrick Lamar performs during the halftime show of Super Bowl LIX between the Philadelphia Eagles and the Kansas City Chiefs at Ceasars Superdome.

Judge Dismisses Drake’s Super Bowl Defamation Suit

The judge said diss tracks aren’t considered facts.

Featured Today

Christie's

Lou Gehrig’s $4M Jersey and the Exploding Sports Memorabilia Market

An ultra-rare sports collection is about to hit the auction block.
@chef__tezz/Instagram
October 19, 2025

Inside the NFL’s Private Chef Network

Private chefs are the unsung architects of player performance.
October 18, 2025

How Vanderbilt Went From SEC Doormat to Dark Horse CFP Candidate

After beating LSU, Clark Lea said: “Internally, we expect to win.”
May 27, 2025; Indianapolis, Indiana, USA; Indiana Pacers guard T.J. McConnell (9) shoots a three point basket over New York Knicks guard Josh Hart (3) during the third quarter of game four of the eastern conference finals for the 2025 NBA Playoffs at Gainbridge Fieldhouse
October 18, 2025

NBA Stars Swap Wine With League Friends and Foes

A wine-exchange tradition emerged from the bubble season’s close quarters.
Tom Dundon
exclusive

Sale of Trail Blazers to Tom Dundon Will Take Multiple Years to..

Dundon is buying the team at a $4.25 billion valuation.
October 16, 2025

For Yankees, It May Be ‘Business As Usual,’ but Title Drought Lingers

GM Brian Cashman says a salary cap is not at the forefront of his mind.
October 18, 2025

Financial Behemoth Dodgers Win NL Pennant, Eye History

The biggest spenders would be MLB’s first repeat champion in 25 years.
Sponsored

Michelle Wie West: Women’s Sports Doesn’t Need Charity

The LPGA legend on redefining women’s sports and the future of golf.
Jun 15, 2025; Montreal, Quebec, Canada; Mercedes driver George Russell (63) and Mercedes driver Kimi Antonelli (12) celebrate their first and third place at the F1 Canadian Grand Prix at Circuit Gilles-Villeneuve.
October 15, 2025

Mercedes F1 Team Rides With Russell, Antonelli Despite Verstappen Link

Russell took the Formula One seat at Mercedes in 2021.
October 13, 2025

RAJ Sports Withdraws Lawsuit Over Trail Blazers Stake

RAJ Sports had sued the Cherng family, owner of Panda Express.
October 13, 2025

Titans Turnover: Brian Callahan Firing Adds to Pattern of Instability

Tennessee fired coach Brian Callahan six games into his second season.
Cleveland Browns quarterback Dillon Gabriel (5) throws as quarterback Shedeur Sanders (12) looks on during rookie minicamp May 9, 2025, in Berea.
October 9, 2025

Browns Paying $41.6M to 8 QBs, but Only 2 Are on Their..

Cleveland traded Joe Flacco to the Bengals this week.