For two consecutive weeks, the National Football League (NFL) brought its brand of gridiron magic to Frankfurt, Germany, closing the curtains on a schedule that witnessed a record-breaking historic 2023 international s five games played across Europe. The return to Frankfurt, a city steeped in American football tradition, proved to be a roaring success as the NFL garnered unprecedented support from fans across Germany and beyond. This is the history that the NFL wants to continue to mark as they expand for a European audience.
Record-Breaking Attendance: Frankfurt Stadium, the home of Bundesliga side Eintracht Frankfurt, hosted a staggering 100,167 fans over the two consecutive game weeks. The venue, known for its electric atmosphere, provided the perfect backdrop for the international showdowns.
Viewership Milestones: The clash between the Miami Dolphins and the Kansas City Chiefs on Nov. 5 set international records, pulling in 9.6 million viewers across TV and digital platforms. Notably, it became NFL Network's most-watched international game on record, boasting a 66% increase compared to the previous season's Week 10 game in Munich.
Television Triumph: German broadcast partner RTL celebrated remarkable ratings success, with the Kansas City Chiefs' stellar performance reaching up to 1.51 million viewers and securing a 20% market share in the coveted 14 to 49-year-old demographic. The second game in Frankfurt, featuring the Indianapolis Colts and the New England Patriots, continued the trend with 1.08 million fans tuning in, capturing a robust market share of 14.7%.
Retail Records: The Miami Dolphins-Kansas City Chiefs game witnessed record-breaking sales, marking the highest spend per head for any international gameday. NFL Shop Europe Online recorded its largest Sunday ever, underlining the enthusiasm of fans eager to don their team colors.
Digital Domination: NFL Germany's social media channels experienced a surge in engagement, boasting 60 million video views and 3 million fan interactions during the two-game weeks. The growth in followers across all NFL Germany channels surpassed 50 thousand, emphasizing the global appeal of American football.
Fan Engagement Extravaganza:
Club Activations: Through the NFL's Global Markets Program, clubs with marketing rights in Germany were activated in Frankfurt with unique events. The Kansas City Chiefs presented the "ChampionShip," and the New England Patriots hosted "Patriots Haus," engaging fans on the ground. The Carolina Panthers joined the festivities by taking over a local Frankfurt bar and restaurant to host a fan watch party.
NFL Experience: Over 100,000 fans flocked to the NFL Experience in Frankfurt's city center, a free fan activation that turned the city's heart into a football carnival.
NFL Germany's Vision:
Dr. Alexander Steinforth, general manager of NFL Germany, expressed satisfaction with the warm reception the NFL received in Germany. He highlighted the "firsts" in the past 24 months, including the league's debut in Munich in 2022, the opening of the NFL Germany office, and the recent success of two NFL games in Frankfurt. Steinforth looks forward to continuing cooperation with partners, the City of Frankfurt and Eintracht Frankfurt Stadion GmbH.
Lord Mayor of Frankfurt Mike Josef acknowledged the positive impact of the NFL games on the city. The international broadcasts showcased Frankfurt as an outstanding host, earning positive feedback from teams, fans, and stakeholders in the retail and hospitality sectors. Frankfurt had the opportunity to present itself on a global stage, and the Mayor expressed gratitude for the chance to showcase the city as a stage for exceptional sporting events.
The NFL's commitment to playing regular-season games in Germany extends through 2025, with Munich set to host in 2024. As the league continues to nurture its international footprint, the success in Frankfurt is a testament to the growing popularity of American football on European soil.
The 2023 NFL International Games weren't just about touchdowns and tackles; they celebrated the sport's global appeal, uniting fans from different corners of the world under the banner of American football. As the NFL looks ahead to future international endeavors, the Frankfurt finale will undoubtedly be remembered as a touchdown in the league's ongoing mission to conquer new territories and hearts.
This is Dez Barnes of Pretty Girls Love Sports, a new writer on the MTMV Sports platform. I am a retired US Army veteran, professional cheerleader, dog mom, and avid sports lover. Feel free to follow my writings as I dive into the latest sports news! You can find me on all social media channels @PGLOVESPORTS.