Germany’s growing NFL fanbase is gearing up for another international game this Sunday, as the New York Giants and Carolina Panthers square off in Munich. Although the matchup features two teams with 2-7 records and lacks the star power of previous years (with Tom Brady and Patrick Mahomes having headlined games in the past), the excitement surrounding the NFL’s international expansion remains palpable.
Fans from across Europe and Germany have flocked to Munich for the weekend, with the historic Marienplatz square buzzing with NFL jerseys and caps from virtually every team in the league. Among them were Annika and Robert Peter, loyal Kansas City Chiefs supporters from Bonn, who attended last year’s NFL game in Frankfurt and are back to soak in the NFL atmosphere again. Despite their team not playing this time, they expressed the excitement of being part of the broader NFL community.
“We said that even if the Chiefs aren’t here now, everything that goes with the game, the experience, is something special, too,” said Annika Peter. “It’s a feeling of togetherness, no matter who the fans are. It’s like a big family that comes together in the city to watch these games.”
The NFL’s global reach continues to expand, with Germany proving a hotbed of interest. A report by marketing agency Sportfive estimates that 3.6 million Germans follow the NFL closely. Stefan Chatrath, a sports marketing professor at the University of Europe for Applied Sciences in Berlin, noted that the NFL’s appeal is especially strong among younger fans, although older, wealthier fans are still more likely to buy tickets. With time, he predicts younger fans’ influence will continue to grow.
While the Giants and Panthers may not boast a marquee matchup, the NFL has still managed to cultivate excitement around the event. The game reportedly sold out in under 90 minutes when tickets went on sale in June, well before the teams’ poor performance this season became apparent. However, there’s a slight dip in enthusiasm compared to previous years. In the days leading up to the game, tickets were found for resale online, some at or below face value — a far cry from the frenzy when Brady played in Munich in 2022.
Nevertheless, the NFL has cultivated a sense of occasion that transcends the game itself. Fans traveling to Munich are encouraged to make a mini-vacation out of the event, with NFL-themed parties and hospitality events spread across the city. Ten NFL teams with marketing rights in Germany have taken over Munich’s historic bars and breweries, giving fans plenty of opportunities to engage in the festivities.
This isn’t the first time struggling teams have been showcased in Europe. The Jacksonville Jaguars, who have one of the NFL’s worst records in recent years, have played in 13 international games since 2013, including two this season. Yet, the NFL’s emphasis on parity in the league ensures that even fans of teams like the Giants and Panthers remain hopeful for future success, unlike the dominance seen in European soccer leagues, where wealthier clubs often monopolize the titles.
Boris Helleu, a sports marketing lecturer from France, who attends NFL games across Europe, pointed out that part of the NFL’s appeal in Europe lies in its competitive structure. Unlike soccer, where a few wealthy clubs tend to dominate, the NFL’s system of parity gives fans of struggling teams hope. “In European soccer, the richest teams tend to monopolize the titles, but in the NFL, teams can turn things around, and that’s appealing to many fans,” Helleu explained.
In the end, while the quality of play on the field may not be as high as some might hope, the NFL’s international presence in Germany continues to grow, fueled by its unique brand and a fanbase eager to be part of the experience. Whether or not the Panthers or Giants make a strong showing, the game in Munich represents a milestone for the NFL’s global expansion and for the passionate fans who are helping drive it.