What If Germany Welcomed an NFL Franchise? The European Market at a Crossroads

The year 2025 will mark a major milestone in the NFL’s international expansion. For the first time, Berlin will host a regular-season game at the legendary Olympiastadion, with the Indianapolis Colts headlining the event. But behind this game lies a much larger ambition: to permanently expand the NFL’s universe beyond American borders.

Germany: A fertile ground for the NFL

Since 2022, Germany has become a key pillar in the NFL’s international strategy. From sold-out stadiums in Munich and Frankfurt to a booming fan base—17 million enthusiasts according to Statista—and a historic passion rooted in NFL Europe, all signs are pointing in the right direction.

Much like the United Kingdom, Germany is now a central player in the international conquest of American football. With modern infrastructure, strategic cities, and growing excitement, the question is no longer “why”, but rather “when” and “how” a German franchise will become reality.

Building an NFL team in Germany: A colossal but structured challenge

Creating a new franchise—especially overseas—requires meticulous organization. The process rests on three major pillars:

• Expansion Draft: A system that allows the new team to select players left unprotected by existing franchises, forming a foundation for its roster.

• NFL Draft & Free Agency: The future team would likely get the first overall pick in the draft and have the opportunity to sign free agents.

• Financial & Logistical Framework: With a multibillion-dollar investment, tailored broadcasting agreements, and potential divisional realignment, the initial cost is high—but so is the long-term return on investment.

Berlin, Munich, or Frankfurt: Who will be Europe’s NFL capital?

If a franchise were to be created, three cities would naturally compete for the crown:

• Berlin: The political and cultural capital, ready for a real-life test in 2025.

• Munich: Home to the Bayern legacy and pioneer in hosting NFL games.

• Frankfurt: The country’s economic heart and historic home of the Frankfurt Galaxy in NFL Europe.

Each city offers a winning combination of fans, infrastructure, and international appeal.

Towards a german identity in american football?

A German franchise wouldn’t just export the American model—it could spark local development. By betting on European talent from the NFL International Player Pathway program (like Jakob Johnson and David Bada), and developing grassroots academies and local partnerships, the team could build something truly unique.

Imagine a team that speaks to both NFL die-hards and young European athletes dreaming of American football glory.

An ambitious project, but a long-term one

Challenges remain: time zones, transatlantic travel, and weekly fan engagement, to name a few. But the NFL has already proven—in London—that it’s willing to play the long game.

And for brands, sponsors, and agencies like Samba Digital, this represents an unprecedented opportunity to embrace a new era of globalized sport, connecting continents, cultures, and audiences.

Samba Digital: Your gateway to the globalization of sport

At Samba Digital, we help leagues, clubs, and brands succeed in their international expansion. A potential NFL franchise in Germany isn’t just a sporting event—it’s a cultural and commercial revolution.

From content localization to audience development, and through to bold activations in key markets, we’re ready to support those who want to ride this wave.

The future of the NFL is global.
Europe is ready. Are you?