MUNICH (AP) — In an electrifying moment for German sports history, Tom Brady introduced Germany to the excitement of the NFL in 2022, captivating fans with his legendary prowess on the field. Following in his footsteps, Patrick Mahomes delivered a breathtaking performance during last year’s matchup in Frankfurt, further energizing the local fanbase.
This Sunday, Munich will welcome the struggling Carolina Panthers and the New York Giants, both languishing with disappointing 2-7 records and lacking the star power typically associated with NFL games. Yet despite the teams’ challenges, enthusiasm for American football bubbles underneath the surface, as fans throughout the city gear up for a lively event.
Fans wearing colorful caps and jerseys from virtually every NFL team flooded the historic Marienplatz square, creating a vibrant tapestry of enthusiasm and camaraderie. For the burgeoning community of NFL fans in Germany, this weekend presents an opportunity to bask in the shared love for the sport with fellow enthusiasts.
Among this sea of supporters were Annika and Robert Peter, hailing from Bonn, who proudly sported their Kansas City Chiefs gear. After witnessing their team defeat the Miami Dolphins 21-14 in Frankfurt last year, they eagerly anticipated another chance to soak in the NFL atmosphere, even in the absence of their favored team.
“Even if the Chiefs aren’t here now, everything that comes with the game — the excitement, the atmosphere — is something truly special,” Annika Peter expressed. “It’s a feeling of togetherness, no matter which team you support. It feels like a big family gathering in the city, united by our passion for the games.”
As the NFL continues its remarkable expansion into international markets and rolls out more regular-season games overseas, a pivotal question arises: how critical is the on-field performance for fans across the globe?
This year’s matchup between the Giants and Panthers — designated as the home team for the day — reportedly sold out in a lightning-quick 90 minutes upon ticket sales commencing in June, long before the teams’ current struggles were evident.
However, in a sign of waning enthusiasm from some spectators, numerous tickets appeared on resale platforms, with many listed at or even below face value on Friday and Saturday. This reaction stands in stark contrast to the fervor experienced during Brady’s iconic game in the same venue the previous year.
The Jacksonville Jaguars, despite their lack of playoff success and being emblematic of struggling teams, have emerged as a significant player in the NFL’s global strategy. They’ve participated in 13 international games, primarily in London, since 2013 — a total including two this season — showcasing the league’s commitment to expanding its reach beyond the United States.
According to data released by Sportfive, a marketing agency aligned with the NFL, an impressive 3.6 million Germans actively follow the league. Stefan Chatrath, a professor specializing in sports marketing in Berlin, indicated that the NFL’s appeal has resonance with a youthful audience but noted that older, more affluent fans tend to constitute a larger portion of ticket sales — a trend expected to shift gradually as younger fans gain influence over time.
“We can anticipate that the league’s complete potential is yet to be realized,” Chatrath noted, emphasizing that the identity of the competing teams is becoming secondary to the powerful NFL brand itself. “At this moment, the NFL is the star, making attending these games feel exceptionally unique.”
One way the NFL distinguishes itself from European sports is by crafting a sense of occasion for fans. Those traveling to Munich from across Europe are encouraged to embrace the experience as a mini-vacation, with an array of NFL-themed events taking place throughout the city. The ten NFL teams holding marketing rights in Germany have each transformed Munich bars — some steeped in rich brewing history — into vibrant venues for fan gatherings and hospitality events this weekend.
The NFL’s commitment to fostering competitive balance gives fans of struggling teams like the Giants and Panthers a glimmer of hope, especially in comparison to European soccer, where the wealthiest clubs often dominate trophy collections in national leagues and the prestigious Champions League.
Boris Helleu, a senior lecturer in sports marketing from France, relishes attending NFL games in Europe, expressing a yearning for his own soccer team, Caen. “We have won nothing, nothing, nothing in our history. And I am very sure that when my time will come, I will never see my local team win something,” he spoke candidly. “The NFL provides a refreshing contrast.”
“As a fan of a struggling NFL team, there’s genuine belief that in five years, you could realistically aspire to a championship victory,” he reflected thoughtfully.
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**Interview with Stefan Chatrath: Exploring NFL’s Growing Popularity in Germany**
**Interviewer:** Welcome, Stefan Chatrath! Thank you for joining us today. As a sports marketing professor, you have your finger on the pulse of the growing American football culture in Germany. What’s your take on the current state of the NFL here, especially with the upcoming matchup between the Carolina Panthers and New York Giants?
**Stefan Chatrath:** Thank you for having me! The NFL’s popularity in Germany is fascinating. Even though both teams are struggling this season, the excitement is palpable among fans. The ticket sales for this game sold out in just 90 minutes, which indicates a strong interest, regardless of the teams’ performance.
**Interviewer:** That’s impressive! Given the previous games featuring stars like Tom Brady and Patrick Mahomes, do you think star power significantly affects fan engagement?
**Stefan Chatrath:** Absolutely! Star players create a buzz and draw attention. Tom Brady’s introduction to the German audience last year was monumental, and Mahomes also left a lasting impression. However, even in the absence of these stars, the community aspect of the NFL — the camaraderie among fans — plays a pivotal role in maintaining enthusiasm.
**Interviewer:** Speaking of community, we saw fans like Annika and Robert Peter reflecting a sense of togetherness regardless of their team’s absence. How important is this atmosphere for the growth of the sport in Germany?
**Stefan Chatrath:** It’s crucial! The NFL isn’t just about the game; it’s about the experience — gathering with fellow fans, celebrating a shared passion. This sense of belonging contributes to the league’s expansion in Germany. As more local fans engage, we’ll likely see younger audiences emerging, which will help shift the demographics of ticket buyers over time.
**Interviewer:** Interesting! With reports of tickets being resold at or below face value, do you think there’s a risk of fan enthusiasm waning if teams continue to underperform?
**Stefan Chatrath:** There’s always that risk. Fans’ loyalty is tested during tough seasons. However, I believe the foundation of support for the NFL in Germany is strong. The league’s commitment to international games, along with a growing fanbase — about 3.6 million Germans actively following the league — suggests that while ups and downs may occur from season to season, the overall trend remains positive.
**Interviewer:** As the NFL expands internationally, what strategies do you believe they should focus on to further capture the German market?
**Stefan Chatrath:** Engaging with local culture is key. NFL franchises should consider partnerships with local brands, investment in community initiatives, and enhancing the game-day experience to resonate more deeply with German fans. Furthermore, promoting younger, relatable players can help in connecting with the younger demographics that are crucial to sustaining long-term interest.
**Interviewer:** Fantastic insights, Stefan! Thank you for sharing your expertise on the NFL’s growing presence in Germany. It’s exciting to think about how the sport will continue to evolve here.
**Stefan Chatrath:** My pleasure! I look forward to watching the NFL grow and thrive in Germany.
