The Deutsche Kreditbank (DKB) German financial institution has today (July 19) been announced as an official partner of American football’s iconic NFL in Germany ahead of the league’s upcoming fixtures in the country.
As well as official partner status across the league as a whole, the bank has been named as the presenting partner of the 2022 NFL fixture between the Tampa Bay Buccaneers and the Seattle Seahawks in Munich on November 13.
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The brand will also serve in that same role for future NFL fixtures in both Munich and Frankfurt, with the arrangement for future games in the country unveiled in February.
In addition, away from the German games, DKB is now the presenting partner of the NFL Flag Football Programme, which aims to develop the league’s profile and American football as a whole in emerging markets.
The firm will deliver “social media-led fan competitions to win tickets to watch the Buccaneers game against the Seattle Seahawks” in Munich.
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The bank is also planning to run a live event for fans to watch next year’s Super Bowl LVII.
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By GlobalDataStefan Unterlandstättner, chief executive of Deutsche KreditBank, said: “The NFL has huge potential in the German market. The topic of sport is also strongly anchored in our DNA as a bank. Together with the NFL, we want to make football even better known in Germany and at the same time specifically promote youth development.
“Personally, I am very much looking forward to the start in Munich.”
Alexander Steinforth, NFL Germany’s general manager, added: “For NFL Germany, this partnership is an important milestone. In DKB, we have found a partner who shares a vision with us: together, we want to further expand the sport of football in Germany and give the large fan base unforgettable experiences.
“DKB is known and established as a long-term and committed partner of sports and we are therefore even more excited about the cooperation.”
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.
The Buccaneers are one of four NFL teams granted international home marketing area (IHMA) rights in Germany along with the Kansas City Chiefs, New England Patriots, and Carolina Panthers.
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.
Earlier this month, the Chiefs partnered with the international sports marketing agency Sportfive to grow their presence and explore commercial opportunities in Germany.
As part of that agreement, Sportfive and the Chiefs will collaborate in the German market on international strategy, as well as building and selling strategic business relationships.
The NFL has said it believes the league currently has 19 million fans in Germany.
It previously staged five pre-season games in Germany, between 1990 and 1994, and it had five German teams involved in the NFL Europe League, which ran under various guises from 1991 to 2007.
