Bundesliga and NFL extend partnership to strengthen global collaboration
| From left to right: Peer Naubert, Steffen Merkel, Roger Goodell, Peter O'Reilly. | Photo: NFL |
Having first entered into a partnership in 2022, the Bundesliga and the National Football League (NFL) have extended their Memorandum of Understanding (MoU), reaffirming their commitment to working together on cross-sport initiatives and creating new fan experiences worldwide.
The extension will see the two leagues continue to collaborate in key areas such as innovation, digital and experiential marketing as well as cross-sport content opportunities, while sharing best practices and exploring new ways to engage fans globally.
"The renewal of our MOU with the NFL is a pivotal step in the Bundesliga’s continued expansion in the United States,” said Bundesliga CEO Steffen Merkel.
“This collaboration not only deepens the connection between the NFL and Bundesliga but also plays a key role in our overall growth strategy in the US market.”
As part of the partnership, the NFL has staged five regular-season games in German football stadiums over the past four years, with matches taking place in Munich (FC Bayern München), Frankfurt (Eintracht Frankfurt) and Berlin (Hertha BSC).
In the United States, the Bundesliga and the NFL have collaborated on a number of physical and digital events. For example, former Bayern Munich star Rafinha joined ex-New England Patriots players Brian Hoyer and Sebastian Vollmer for a watch party ahead of the Patriots' home game against the Buffalo Bills in December.
Elsewhere, Borussia Dortmund legend Patrick Owomoyela announced the Pittsburgh Steelers' sixth-round selection at the 2026 NFL Draft in the Steel City.
“The partnership between the NFL and the Bundesliga demonstrates the value of bringing two of the world’s leading sports leagues together,” explained NFL Commissioner Roger Goodell.
“By extending our collaboration, we can continue to learn from each other, create new experiences for fans and explore innovative ways to grow our sports in Germany, the United States and around the world.”
Other initiatives have included NFL legend Adam Vinatieri setting an official Guinness World Record by kicking a field goal in the Swiss Alps at an altitude of 3,454 metres, with former Bayern Munich player Giovane Elber serving as the holder.
The Bundesliga has also been represented at the last two Super Bowls, with former players Claudio Pizarro and Roman Weidenfeller attending the events in New Orleans and San Francisco.
The Bundesliga's long-term US growth strategy is supported by a 17-year partnership with Relevent Sports. The agreement includes media rights, marketing and events, regional sponsorships, localised content and grassroots initiatives.
