NFL and German DFL agree to new partnership

The National Football League, NFL, and Deutsche Fußball Liga, or the DFL, announced a partnership agreement on Thursday.  The DFL is essentially responsible for operating the German Bundesliga and second-tiered 2. Bundesliga.

A partnership between the two leagues focuses on business ideas in the German and US markets. This includes an increase in communication in key departments such as broadcasting, digital innovation, programming, and marketing. Both NFL Commissioner Roger Goodell and DFL CEO Donata Hopfen signed off on the deal.

“Our first regular season game in Germany this fall also presents an opportunity to work with an learn from some of the most successful sports leagues around the world,” Goodell said in an official statement.  “The Bundesliga has long been regarded as the leading league in Germany and one of the finest throughout Europe. We look forward to collaborating with the DFL in a process that we believe will be mutually beneficial.”

The @NFL and the German Football League (@DFL_Official) will begin collaborating on production, broadcast and programming, digital innovation and marketing to bolster promotion in the U.S. and German markets.

Learn more about the partnership: https://t.co/8MujUcSXRs pic.twitter.com/o6qyVNrEwK

— NFL Football Operations (@NFLFootballOps) September 15, 2022

NFL and DFL sign new partnership

Hopfen shared his colleague’s excitement.  “The DFL has always worked openly and cooperatively with leagues and organizations around the world to promote the development of sport worldwide,” claimed Hopfen. “We look forward to working closely with our colleagues from the NFL on a variety of issues and gaining new insights, particularly with regard to sports in the U.S.”

The German soccer league previously expanded to include an office in New York City just four years ago.  A move to the States was an attempt to help grow the Bundesliga market, both in North and South America. While earlier endeavors to cultivate the German top flight here in the US. were slow, this new partnership, along with ESPN’s massive TV deal, could help further the league’s growth.

As part of the agreement, the NFL will play one game per season in Germany over the next four years. Allianz Arena, home to Bayern Munich, will host the 2022 matchup between the Tampa Bay Buccaneers and Seattle Seahawks. The game will take place on Sunday, Nov. 13. Munich and Frankfurt will alternate as hosts for the remainder of the partnership.