The Kansas City Chiefs will now expand their marketing territory around Germany as the NFL allows for greater outreach.
Over the past few years, the National Football League has steadily expanded its global market program in an effort to increase the reach of the sport’s popularity. Through the program, the league’s International Committee, which is made up of some of the league’s owners, applied for rights to market their specific franchise to various territories around the world.
The Kansas City Chiefs originally applied to Germany and Mexico and were awarded to both as part of the initial round of teams interested in participating. Even after a few years, only 21 of the league’s 32 teams are involved, which seems like a wasted opportunity, but for those who are taking the marketing initiative, the returns look strong.
The Chiefs are heading to Germany for their first official game in mainland Europe this year and the matchup against the Miami Dolphins should be an ultra-hot ticket in Frankfurt next November. Even before that time, the Chiefs have been pursuing fan engagement and business opportunities in Germany knowing they are making a long-term push to grow the team’s European fan base.
Given the Chiefs’ foothold in Germany, the league has also granted them (and two other franchises) the right to further their marketing efforts in neighboring countries, Austria and Switzerland. The exhibitions in Germany will be played in Munich and Frankfurt and both countries are quite close to those cities, making it an easy and clear access to head to the next level.
Announcing the Expansion of the NFL’s Global Markets Program!
21 teams in 14 markets now have access to enable clubs to build their brands on a global scale in a long-term strategic effort to grow their fan base around the world. pic.twitter.com/8GNbM0Ph7B
— NFL (@NFL) May 23, 2023
The New England Patriots and the Tampa Bay Buccaneers are the other two teams that have been granted further access in Austria and Switzerland as part of the other two original franchises awarded German marketing rights.
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