The Kansas City Chiefs, of American football’s NFL, have partnered with international sports marketing agency Sportfive to grow their presence and explore commercial opportunities in Germany.

As part of the agreement, Sportfive and the Chiefs will collaborate in the German market on international strategy as well as building and selling strategic business relationships.

Through the partnership, the Chiefs will have access to the agency’s team of marketing, media, brand consulting, and sponsorship sales experts based in the company’s regional hubs in Hamburg, Frankfurt, and Munich, as well as its team in the US.

The tie-up with Sportfive comes after the Chiefs were granted marketing and commercial rights to the German market as part of the NFL’s International Home Market Area (IHMA) program.

The IHMA program grants NFL teams access to specific international territories for marketing, fan engagement, and commercialization as part of a major initiative designed to give teams a strategic boost in building their brand appeal and fanbase globally.

Germany has become a key market for the NFL and the country will stage regular season matches for the first time later this year, the first of at least one game per season for the next four years.

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The Tampa Bay Buccaneers have already been announced as one of the teams to feature in the NFL’s inaugural games in Germany that will be played in Munich and Frankfurt.

The Chiefs are one of four NFL teams granted IHMA rights in Germany along with the Buccaneers, New England Patriots, and Carolina Panthers.

Sportfive has a strong presence in the market with its global headquarters in Hamburg, more than 22 local offices, and many marketing agreements with clubs in German soccer’s Bundesliga.

Kim Hobbs, Chiefs vice-president of partnerships and premium sales, said: “We have discussed that a thoughtful, long-term commitment will be required for us to reach our goals in Germany and beyond.

“Aligning with Sportfive and its team of professionals will help us reach and exceed those goals and will offer us the chance to learn more about the opportunities in front of us along the way.”

Neil Glat, Sportfive co-president in the Americas, added: “We’re proud to have been selected by the Kansas City Chiefs to help grow their fan base and business opportunities in Germany.

“The Chiefs are an iconic franchise and this partnership is a great opportunity for us to utilize our expertise to help the Chiefs grow their brand and business globally.”