The NFL and the Bundesliga have found common ground. The two organisations have agreed to extend and strengthen their partnership, with a renewed commitment to growing both leagues in each other’s markets. First established in 2022, the agreement focuses on the United States, where the Bundesliga is looking to expand its presence, and Germany, an increasingly important market in the NFL’s international plans. On 10 November, the two leagues announced the renewal of the memorandum of understanding governing their collaboration. Their work will continue across marketing, live events and content, with both organisations sharing expertise in areas ranging from match organisation to fan engagement. The partnership will support NFL games in Germany while creating further opportunities for the Bundesliga to reach American audiences.
According to Football Business News, the NFL has staged five regular-season games in Germany over the past four years, in Munich, Frankfurt and Berlin. The fixtures have helped establish a regular presence for the league in the country and made Germany one of its most important European markets. “The renewal of our memorandum with the NFL represents an important step in the Bundesliga’s continued expansion in the United States,” said Steffen Merkel, CEO of the German league. “This collaboration not only strengthens the relationship between the NFL and the Bundesliga, but also plays an important role in our overall growth strategy in the American market.”
The Bundesliga has used NFL events to introduce its clubs and former players to American audiences. At the 2026 Draft in Pittsburgh, former Borussia Dortmund defender Patrick Owomoyela announced the Pittsburgh Steelers’ sixth-round selection. In December 2025, former Bayern Munich defender Rafinha joined Brian Hoyer and Sebastian Vollmer, both former New England Patriots players, at a watch party for the home game against the Buffalo Bills. The Bundesliga was also represented at the last two Super Bowls, with Claudio Pizarro and Roman Weidenfeller attending as league ambassadors. These appearances have given the German clubs and their former players a place on some of the biggest stages in American sport, bringing the Bundesliga into conversations that might otherwise have remained firmly focused on football of a different kind.
NFL commissioner Roger Goodell also underlined the importance of the agreement. “The partnership shows how important it is to bring together two of the world’s leading sports leagues. By continuing to work together, we can keep learning from one another, create new experiences for fans and find innovative ways to grow our sports in Germany, the United States and around the world.” The collaboration has not been confined to the two leagues’ home markets. In September, former NFL kicker Adam Vinatieri set a Guinness World Records-recognised record by kicking a field goal at an altitude of 3,454 metres in the Swiss Alps. The ball was held by Giovane Élber, the former Bayern Munich striker. A meeting of two familiar names from very different sporting landscapes, with the Alps providing the setting.
The NFL partnership is part of a wider Bundesliga strategy to build its presence in the United States. Another element is the league’s 17-year relationship with Relevent Sports, which covers broadcast rights, regional sponsorships, events, local content production and grassroots football initiatives. The two partnerships have distinct roles. Relevent oversees the Bundesliga’s commercial and promotional activity in the American market, while the NFL provides access to a different audience, putting the German league in front of US sports fans at events such as the Draft and the Super Bowl.