National Football League

Touchdown for strong partnerships in Europe

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Services

Commercial Service

20M+

Fans in Germany

Games outside the USA

1.5M+

Live viewers per week

THE CHALLENGE

Building the bridge
to Europe

The starting point was defined by a clear strategic opportunity:
How can the NFL, the world’s most valuable sports league, fully unlock its potential in Germany - its largest growth market outside the United States?

Grover Stewart (90) von den Indianapolis Colts läuft vor dem NFL-Spiel gegen die Atlanta Falcons am Sonntag, den 9. November 2025, in Berlin, Deutschland, aus dem Spielertunnel.

The key challenge lies in translating the NFL’s global strategy into market-specific, sustainable and, above all, long-term partnerships.
While the NFL’s Commercial Partnerships team operates centrally from London, WWP supports the German-speaking market with deep local expertise, cultural proximity and direct access to relevant brands.

Jubelnde NFL-Fans auf der Tribüne beim NFL Germany Game Chiefs vs. Dolphins, tragen Team-Trikots und Schals, halten Getränke hoch und feiern ausgelassen.

Our core task is to translate the NFL’s positioning into creative concepts for both local and international brands. The decisive factor is identifying strategically aligned partners and developing concepts that create added value for all stakeholders – especially the fans. Through structured relationship management, we build long-term, value-generating partnerships that go far beyond a simple logo placement.

OUR APPROACH

FROM CONCEPT
TO EXECUTION

Strategy & Partner Identification

As the interface between brands and the league, we develop data-driven sponsorship strategies and identify partners whose brand values and objectives align seamlessly with the dynamic, high-growth NFL environment in the German-speaking market.

Tailored Consulting

We provide comprehensive consulting and design exclusive partnership packages featuring creative, and above all relevant, activation ideas. Each concept is built to deliver measurable business impact and to integrate partners across the entire customer journey.

Negotiation & Partnership Closing

In close coordination with the NFL, we negotiate rights that deliver maximum value for both sides, laying the foundation for long-term, strategic partnerships.

Development of Long-Term & Strategic Partnerships

Upon request, we continue to support our partners beyond contract signing, overseeing implementation and activation. Through targeted relationship management, we ensure long-term success and continuously evolve existing collaborations.

Operational Support of NFL International Games

Beyond strategy and partnerships, we are operationally involved in the NFL International Games – from managing regular-season games in Germany to organizing accompanying partner and industry events in the host cities.

OUR EXPERTISE

WWP IMPACT

Discover our services!

Local Expertise & In-Market Perspective

With over 30 years of experience in European sports sponsorship, we are deeply rooted in the market. Our in-depth knowledge of the DACH region makes us the ideal bridge to connect a global brand like the NFL with local audiences in a meaningful way.

Holistic Partnership Management

We manage the entire process – from the first point of contact and the bespoke development of exclusive partnership packages to activation and long-term relationship management.

Measurable Value Creation

Our top priority is creating sustainable, measurable business impact. We achieve this by designing exclusive experiences that bring the value of partnerships to life.

Spielszene aus dem Spiel New England Patriots vs. Indianapolis Colts vor voller Tribüne.

SUCCESSFULLY BROKERED PARTNERSHIPS

NFL Partners in Germany

Strong strategic partnerships are the foundation of the NFL’s success. At WWP, we connect leading brands with the sport’s rapidly growing audience, creating sustainable value and long-term impact.

Gruppe von Kindern und Betreuern auf einem Sportplatz hält ein großes Ticket-Banner bei einem NFL-Flag-Event, flankiert von Maskottchen und präsentiert von DKB.

As the NFL’s first Presenting Partner in Germany, DKB has taken on a pioneering role. The partnership enables comprehensive integration across all Germany Games communications and positions the brand as a key enabler of the sport’s growth. The recently announced extension around the Berlin Game 2025 for a further four seasons underlines the depth and relevance of this partnership.

Person von hinten in einem grünen Bitpanda-NFL-Trikot mit der Aufschrift „Berlin“, aufgenommen bei einem exklusiven Warm-up-Event rund um das NFL-Spiel in Berlin.

Together, Bitpanda and the NFL create a new kind of fan experience. Digital activations throughout the season, combined with a strong presence at the Germany Games, highlight the brand’s innovative strength and set new benchmarks at the intersection of sport and investment.

Coach und Teilnehmer stehen im Freien und präsentieren ein „Catch the Coach“-Schild mit NFL- und bwin-Branding im Rahmen einer Fan-Aktivierung.

bwin is the NFL’s official sports betting partner in Europe. Through campaigns and content centered around the International Games, the brand creates engaging fan experiences, strengthens its presence across Europe and brings the fascination of American Football closer to an ever-growing community.

Stilvolle NFL Hospitality-Lounge mit Sofas und Tischen, im Hintergrund ein Screen mit L’Oréal Men Expert Branding.

As an official NFL partner, L’Oréal Men Expert is prominently present at the Germany Games and leverages the Super Bowl as a platform for high-impact content initiatives. Through brand ambassadors such as Sebastian Vollmer, as well as competitions and on-site activations, the brand creates memorable moments for fans.

Strauss leverages its role as a pan-European partner to tap into the growing international enthusiasm for the NFL. By combining the team spirit of football with its own brand identity, Strauss reaches a broad, cross-border audience.

Besucher nehmen an der FITX Gameday Experience im Außenbereich teil, mit gebrandeter Aktionsfläche, Spielstationen und FITX-Branding im Hintergrund.

As the official fitness partner in Germany, FitX connects the dynamism of American Football with a holistic training approach. The partnership inspires people to engage with the sport and motivates them to embrace an active, healthy lifestyle.

MILESTONES

THE NFL SUCCESS STORY IN GERMANY

2025 – Return to Munich

The NFL confirms Munich as a host city again for the 2026 and 2028 seasons.

Alexander Steinforth bei einem NFL Flap Event.

"“WWP and the NFL share a long-standing partnership built on trust. We are delighted to work with an agency that brings genuine brand understanding and outstanding people to the table.”"

Dr. Alexander Steinforth, Managing Director NFL in Germany

Contact

Let's talk about
bold steps in sport

Senior Manager Commercial Service

Dominik Potthast

As an expert in U.S. sports leagues, I support brands in leveraging the NFL’s unique access to a passionate and highly engaged community. If you’re interested in authentic concepts and well-aligned partnerships, I’d be happy to connect and explore the right opportunities together.