On today's episode, I sit down with Dr. Alexander Steinforth, Managing Director of NFL Germany. We speak about the growth of the sport in Germany, and the role social media plays in the development of that popularity. We also talk about American Football’s history in Germany since the mid-90’s. Dr. Steinforth talks about the importance of local endorsements and sponsorships to engage the German audience in the sport. Lastly, we touch on the ability of American Football to unify fans all across the world, and now sell out stadiums in Germany.

Key Moments:

[4:02] The impact of video games and fantasy football on educating and engaging the German fan base.

[7:23] The role of media strategy in Germany, focusing on network, social, and owned and operated channels.

[10:19] How sponsorships and endorsements are managed in Germany, featuring a blend of global and domestic brands.

[11:53] Efforts to adapt American football to German stadiums while incorporating local elements.

[13:33] The incorporation of blockchain and AI technologies in NFL Germany to enhance fan experiences.

[16:00] Differences in attitudes toward the secondary ticket market in Germany and the United States.