Approximately 60 devoted fans of the National Football League gathered at Der Player, a high-end eatery, in Hamburg, Germany, last month. They sported jerseys and hoodies representing various teams like the Chicago Bears, the Kansas City Chiefs, and the Las Vegas Raiders as they settled into their seats to watch a taping of the popular YouTube show “Prime Time Football Live.” Hosted by Patrick Esume, the former coach and current commissioner of the semipro European League of Football, the show drew thousands of viewers.
Esume engaged the audience before the start of the show, leading them in a countdown and introducing his panelists: former coach Andreas Nommensen, television commentator Mika Kaul, and former N.F.L. player Kasim Edebali. Over the course of 90 minutes, they discussed the latest games, posed questions to the audience, and dissected various aspects of football. The audience eagerly participated in the discussions, using phrases like “bang-bang play” and “hard-nosed linebacker” effortlessly. Esume kept the show lively and leaned on Edebali’s expertise as a linebacker.
During the show, Esume and Edebali demonstrated legal tackling techniques and shared insights on how to study opposing offenses. Afterward, the fans gathered around the panelists for a group photo, relishing the opportunity to interact with them. One fan, Jenni Gayk, who has been watching N.F.L. games on German television since 2015, expressed how interactive and enjoyable it was to discuss football with the panelists, highlighting the growing popularity of the N.F.L. in Germany.
As the largest league in the United States with an annual revenue exceeding $20 billion, the N.F.L. has been exploring new ways to expand its reach overseas, with Germany showing significant growth potential. The audience’s passion and knowledge during the taping of “Prime Time Football Live” reflected the rising recognition of the N.F.L. in a country largely dominated by soccer. Germany boasts 3.6 million avid N.F.L. fans, surpassing even Britain, which has been hosting regular-season games since 2007.
Last year’s first-ever regular-season game played in Germany was a massive hit, as tickets sold out within minutes. This year, tickets for two consecutive games in Frankfurt quickly sold out as well. The Kansas City Chiefs’ fan, Ben Hensler, who tried to purchase tickets online but was faced with a long queue, ended up paying a premium for V.I.P. tickets. His godsons, representing the younger generation of fans, are typical examples of those who have grown up with video games and social media, finding the N.F.L.’s high-octane entertainment more appealing than traditional soccer.
Recognizing Germany’s growing interest in the N.F.L., the league recently established an office in Düsseldorf and granted exclusive marketing rights to five N.F.L. teams. The New England Patriots hired Sebastian Vollmer and Markus Kuhn, two German former players, as German-language commentators to cater to the fan base. By building these partnerships and making strategic hires, the N.F.L. aims to generate revenue from sponsorships and other deals in Germany.
Despite the excitement surrounding the N.F.L. games in Germany, the league faces the challenge of sustaining this momentum in the long run. While Germany remains the largest market for N.F.L. licensed merchandise outside of North America, the sales growth this year is smaller compared to previous years. Additionally, although the league’s media partner, RTL, will broadcast over 170 regular-season games, its ratings have been mixed thus far.
Football in Germany has come a long way since its introduction by American soldiers after World War II. The country witnessed the growth of semipro leagues and produced top teams in the N.F.L.’s European league before its discontinuation in 2007. Kasim Edebali’s personal journey reflects the parallel growth of football in Germany. Starting as a young flag football player in Hamburg, he dreamt of making it to the N.F.L. To achieve his goal, he joined a tackle team and eventually secured a scholarship to play in the United States. After playing for multiple N.F.L. teams, Edebali returned to Germany, where he realized his status as a folk hero for German football fans.
With the N.F.L. expanding its footprint in Germany and the hunger for N.F.L. content rising among fans, Edebali has embraced his experience and become a commentator for ProSieben, which has broadcasting rights for N.F.L. games. He has also joined Football Bromance, a content company that promotes the league and the game. As part of their engagement with fans, the group’s sponsor has organized an event called Bromania, where they can interact with fans at a 5,000-seat theater in Frankfurt.
While the N.F.L. has yet to establish a team in Europe due to logistical challenges and potential financial losses, the league appears committed to its presence in Germany for the long term. Initiatives such as German-language websites, newsletters, and social media efforts have attracted younger, well-educated audiences that advertisers value. Germany represents a valuable market for the N.F.L., and with the right strategies in place, the league hopes to continue expanding its fan base in the country.