Bundesliga and NFL Extend Memorandum of Understanding

The Bundesliga and the National Football League (NFL) have officially executed an extension of their Memorandum of Understanding (MoU), deepening cross-sport commercial collaboration, fan engagement initiatives, and operational integration across North America and Europe.

Building on an initial agreement established in 2022, the framework reinforces an alignment between European football and American football as both leagues expand their global footprints leading into the 2026-27 domestic seasons.

The extended partnership focuses on joint operational execution surrounding NFL International Games hosted in Germany, joint market activation strategies, digital media content exchanges, and shared technology innovation protocols.

The collaboration directly complements the Bundesliga’s long-term commercial expansion plan in the United States, which operates via a 17-year joint venture with Relevent Sports covering media rights distribution, regional sponsorships, localized content production, and grassroots events.

Bundesliga CEO, Steffen Merkel, highlighted the role of the NFL partnership in driving the league’s North American growth pipeline.

“The renewal of our MOU with the NFL is a pivotal step in the Bundesliga’s continued expansion in the United States.”

“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,” Merkel said.

NFL Commissioner Roger Goodell, emphasised the mutual value of joint market development and commercial operational exchange.

“The partnership between the NFL and the Bundesliga demonstrates the value of bringing two of the world’s leading sports leagues together.”

“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,” Goodell said. 

Cross-Sport Activations and Operational Footprint

The partnership integrates stadium venue hosting, broadcast events, and joint marketing initiatives across domestic and international markets:

• German Stadium Infrastructure Hosting: Over the past four years, the NFL has executed five regular-season international fixtures across Bundesliga venues in Munich (FC Bayern München), Frankfurt (Eintracht Frankfurt), and Berlin (Hertha Berlin).
• U.S. Fan Engagement & Events: Encompasses joint physical and digital activations in the United States, including fan watch parties, Bundesliga legend participation in the 2026 NFL Draft in Pittsburgh, and official league presence across consecutive Super Bowl fan events in New Orleans and San Francisco.
• Global PR & Marketing Campaigns: Features collaborative brand stunts, including NFL kicking legend Adam Vinatieri setting a Guinness World Record field goal at an altitude of 3,454 metres in the Swiss Alps, held by Bundesliga ambassador Giovane Élber.

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