The commercial partnership between the Kansas City Chiefs of American football's top-tier NFL and the Sportfive heavyweight marketing agency has been renewed and expanded.

The two parties, who partnered in an initial deal three years ago covering the German market, have now extended this agreement until 2028, and have also added the territories of Spain and Mexico to the DACH market (Germany, Austria, and Switzerland) that was already served.

Sportfive has also now unveiled two new regional partnerships for the Chiefs - who lost last season's Super Bowl finale to the Philadelphia Eagles - in Germany.

Deals have been announced with the German Federal Police (Bundespolizei) and with the snack brand, Cheez-It, and activations with both partners are now planned.

These come with the 2025 NFL season beginning later this week, with the Chiefs getting things underway in Sao Paulo, Brazil, on September 6, as they take on the Los Angeles Chargers.

Before losing to the Eagles in February's Super Bowl, they had won the last two in a row and were aiming for an unprecedented 'three-peat'.

Christian Koller, senior vice president of global sales at Sportfive, said: "Extending our collaboration with the Chiefs until 2028 further underlines the trust and success of our partnership in the last years. We are proud to be working alongside one of the biggest sports teams on the planet on their international growth and look forward to building even more unique initiatives together in the years ahead.”

The original Chiefs-Sportfive tie-up came after the franchise was 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.