NFL's Impact in Germany: A Growing Sports

When the NFL staged its first regular-season game in Munich in 2022, tickets sold out in just 15 minutes. More than 70,000 fans filled the Allianz Arena to watch Tom Brady lead the Tampa Bay Buccaneers against the Seattle Seahawks. The crowd sang "Country Roads" , waved American flags, and turned the stadium into a celebration. That night proved American football could find a home in Germany.

Two years later, the league's presence is stronger than ever. Fans are watching games on TV, buying jerseys, and placing bets on outcomes. Fans are even keeping track of NFL spreads each week, which makes following the games more fun.

Packed Stadiums

Every NFL game held in Germany so far has sold out. Munich set the standard in 2022, and Frankfurt followed in 2023 with the Kansas City Chiefs against the Miami Dolphins. Fans travelled not only from across Germany but also from Austria, Switzerland, and the Netherlands.

City officials in Frankfurt estimated the game brought in tens of millions of euros for local hotels and restaurants. That kind of economic boost makes German cities eager to host more events, and the NFL has already committed to bringing games back each year.

Jerseys and Merchandise

The NFL's popularity can be seen in stores as much as in stadiums. Jerseys, hoodies, and caps that once had to be imported are now sold in German sports shops. Patrick Mahomes and Jalen Hurts shirts are among the top sellers.

The demand doesn't stop at standard team gear. Game-day scarves and limited-edition jerseys often sell out within hours, and many fans treat them as collectibles. The league's official European online store has reported steady growth in orders from German customers since 2022.

TV and Streaming

German broadcasters have helped make the NFL more popular. ProSieben's live games draw large audiences, and the Super Bowl had 3.2 million viewers in Germany in 2023, according to Statista.

Streaming and social media have widened that reach even further. Highlights in German are shared online, and younger fans post clips on TikTok and Instagram. Using both TV and digital platforms has allowed the NFL to reach longtime followers as well as newcomers to the sport.

Why Germany?

American football has been played in Germany for decades through the German Football League, which means there's already a solid base of fans. German sports culture also helps: fans love big events and energetic atmospheres, and NFL games deliver plenty of both.

Local players like Jakob Johnson and Amon-Ra St. Brown give supporters someone to cheer for at a personal level, while the league's partnerships with German sponsors, broadcasters, and influencers make the games feel more local and connected to the community.

Beyond the Game

The NFL has also boosted the local economy. Frankfurt's 2023 game between the Chiefs and Dolphins filled hotels and restaurants, putting the city in the international spotlight. Officials now view NFL games as cultural events as well as sporting ones.

The league is also supporting youth programs in Germany. Training camps and development schemes are giving young athletes a pathway to professional football. That raises the prospect of more German players reaching the NFL in the years ahead.

A New Fixture

For many supporters, following the NFL has become part of the week. Some place a small bet on Sunday, others catch highlights on YouTube the next morning, and thousands stay up late to watch live games. Super Bowl parties now rival Champions League gatherings, complete with wings, jerseys, and late-night celebrations.

Germany has become the NFL's most successful overseas market. What started as a single sold-out game in Munich has turned into an annual tradition. From jerseys in shop windows to fans debating spreads, American football is no longer just passing through -- it has found a permanent place in German sports culture.